Labatt Breweries of Canada has named OMD as its strategic media planning and buying agency following a three-phase review process that started earlier this year.
The Omnicom-owned agency beat out shortlisted agencies PHD, Mindshare and the brewer’s incumbent media agency of record UM Canada. The initial phase of the review involved 14 agencies.
In a release, J.R. Edwards, Labatt’s director of corporate media and sponsorships, said the company periodically assesses its various advertising and media suppliers to “ensure that we are getting maximum effectiveness for our marketing investments.”
“We look forward to working with [OMD] to develop exciting media plans for our unmatched portfolio of beer brands,” he said.
