Molson, the Canadian brewer, has picked Foote Cone and Belding to handle
creative work on its pounds 2 million account in the same week that it
announced the departure of the man who oversaw the review.
Geoffrey Palmer-Moore, Molson’s UK managing director, who was involved
in all the agency pitches, left following the company’s strategic
rethink of its operations in Britain.
He quit ‘by mutual agreement to pursue other career objectives’,
according to a company statement.
FCB is preparing a press, poster and cinema campaign for Molson after
its pitch victory against Arc Advertising, Grounds Morris and Mortimer
Whittaker O’Sullivan. Media remains with John Ayling and Associates.
The pitch was called after Molson split from Howell Henry Chaldecott
Lury (Campaign, 12 January). The agency claimed that the business had
been dormant for two years and that it was better suited to bigger
Chris Rendel, FCB’s chief executive, hailed the win as evidence that the
agency was again being regarded as a creative force.
Molson’s arrival also climaxes a concerted effort by FCB to get a
brewing client on to its roster.
‘It will be a very visible campaign,’ Rendel promised. ‘The brand has a
terrific heritage of creative advertising and we want to maintain and
Molson, whose brands include Molson Special Dry and Molson Ice Beer, was
established in the UK through Howell Henry’s ‘Jim Dunk’ TV campaign. But
its last significant advertising was two years ago when it ran a series
of cross-track posters featuring Baroness Thatcher and Lord Tebbit.
Molson’s switch of agency comes at a highly competitive time in the UK
premium bottled lager market, which is growing by about 20 per cent a
year by volume. Ice beers, introduced from the US two years ago, have
helped expand the sector.