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Molson U.S.A. switches ad agencies.

Molson Breweries U.S.A., a subsidiary of the Miller Brewing Co. has fired the Lintas group and given the account to Young & Rubicam, New York.

John Barnett, the president and chief executive officer of Molson U.S.A. has said that the company may spend up to $40 million in advertising next year.

Miller's acquisition of Molson U.S.A., and Barnett's announcement, had recently triggered a bidding frenzy among ad agencies for the Molson account. In addition to Lintas and Young & Rubicam, several other influential agencies sought the business. In a report in the Wall Street Journal, the victorious Young & Rubicam said that they expect a new Molson campaign to be aimed at Heineken drinkers.
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Title Annotation:Molson Breweries USA Inc. names Young and Rubicam Advertising, New York to handle advertising accounts
Publication:Modern Brewery Age
Date:Nov 1, 1993
Previous Article:Guinness announces move to purchase equity stake in Desnoes & Geddes.
Next Article:Labatt announces U.K. ice beer launch.

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