Sleeman Breweries has announced Jungle Media as its new media agency of record.

The agency will handle media responsibilities for the full slate of Sleeman beers as well as Sapporo, Okanagan Springs and Unibroque under the deal.

Stephane Berranger, manager of national marketing at Sleeman Breweries, tells MiC the company went with Jungle Media because it displayed strategic insight into its varied brands.

“This change has a lot to do with positioning ourselves in a cluttered market,” he says. “We are in the middle, either the smallest of the big guys, or the biggest of the small guys. We have to make our media dollars work harder because of that. We don’t believe in media as a commodity, we believe it can really help us stand out.”

Berranger says he expects the first campaign with Jungle Media to roll out in the spring.