NEWS: FCB fends off three to net pounds 2m Molson work

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.

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

accounts.



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

develop it.’



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.