Molson Coors retains MEC

The GroupM agency has kept the account in Canada following a review, while Publicis Media has won the business in the U.S. and U.K.

Molson Coors has reappointed MEC as its media partner in Canada following a review of its Canadian, U.S. and U.K. media agencies.

MEC was one of three agencies that pitched for the business in Canada in the review started last fall, according to a company representative. According to a statement Christine Jakovcic, CMO, Molson Coors sent to staff, the RFP was launched to ensure the company is reaching towards its ambition of becoming the “first choice for customers and consumers.”

According to the statement,┬áMEC set itself apart during the pitch with its deep knowledge of the beer company’s business and brands, which include Molson Canadian, Coors Light and Miller Genuine Draft.

In the U.S. and U.K., the media business was awarded to Publicis Media, with existing partner Kinetic continuing to handle the company’s OOH business. The incumbent agency in those markets was Initiative.