Toronto’s M2 Universal and Montreal’s Marketel Media have assumed all media planning and buying for Labatt Breweries of Canada. Both companies were previously handling the company’s media buying, but planning was done in-house.

M2 Universal will handle all national and regional planning, while Marketel will be responsible for Quebec.

M2 Universal president Hugh Dow says, ‘This is an extremely important development for M2 Universal. We are very excited about delivering total integration of both planning and buying.’

Marketel VP media Alain Tardy adds, ‘Our understanding of the unique characteristics of the Quebec market will be put to good use with our new planning responsibilities.’

Labatt Breweries of Canada director marketing services and innovation Rob McCarthy called the arrangement a ‘significant expansion of our partnership with M2 Universal and Marketel Media. We look forward to incorporating their planning expertise and sophisticated research tools into the Labatt communication process.’