OMD wins Labatt

The beer co, which was with UM Canada, has signed with the Omnicom agency to cover its planning and buying.
Money

Labatt Breweries of Canada has announced OMD as its media planning and buying agency, following a review.

The beer company was most recently with UM Canada, and made the switch as part of a “periodical assessment of its various advertising and media suppliers,” said J.R. Edwards, director, corporate media and sponsorships, Labatt Breweries of Canada, in a release.

Edwards tells MiC the review started with 12 agencies and through three rounds got down to four on the final shortlist. The other three were Mindshare, PHD and the incumbent agency, UM Canada.

“OMD brings a couple things we really like,” he says. “They have a team that we think is a great fit, a client stable we have a lot of respect for and ability to draw insights from, and overall a high level of passion to bring some thought leadership.”