ZenithOptimedia and Kinetic were appointed following a six month media review process which ended this month. The two agencies will handle Molson Coors’ media planning and buying for its UK business and will work across the brewers’ extensive portfolio of brands, which include Carling, Cobra and Coors Light.
Media agency ZenithOptimedia was originally appointed by Molson Coors in 2009, while the out of home (OOH) media planning and buying specialists Kinetic have been retained as a direct appoint since 1968.
Independent marketing performance specialist Ebiquity was enlisted as a pitch partner by Molson Coors to help assess and improve its return on marketing investment and assisted with project management and co-ordination.
Andy Cray, Director of Brands at Molson Coors, says: “Our industry is constantly evolving and innovation will continue at pace. At Molson Coors we want to work with partners that can deliver thought leadership and industry leading media buys, which connect our brands with consumers and shoppers. ”
“ZenithOptimedia and Kinetic have delivered fantastic results for us and we look forward to continuing to work with both agencies.”
Mark Howley, Group Managing Director, ZenithOptimedia comments: “Molson Coors want the freshest, most innovative thinking and ideas for its brands. The brief was to create bigger, braver communications ideas, and we are proud to be given this responsibility.”
Stuart Taylor, CEO at Kinetic, says: “We are so pleased to be continuing our long and productive relationship with the Molson Coors team and their iconic portfolio and we look forward to helping drive the Molson Coors business further through the dynamic and innovative Out of Home sector. ”