Molson Breweries is reviewing agencies for two of its brands, Molson Dry and Molson Export.
Four agencies are being considered for the Dry business, previously with Vickers & Benson of Toronto.
They are bbdo; Garneau Wurstlin Philp; MacLaren McCann; and Young & Rubicam.
The current campaign for Dry was created by the creative team of Philippe Garneau and Michael Wurstlin, who were at v&b prior to starting their own agency with Bruce Philp, another ex-v&b staffer.
A decision is expected by the end of the month.
The review for Molson Export is still in the early stages.
Gord McGrail, new brand director on the business, will take an active role in the process.
McGrail was recently promoted from director of field operations to the vacant brand post.
Export had been with FCB Canada but was moved to MacLaren McCann late last year.
Because of the agency’s success with Molson Canadian, the brewer was looking for MacLaren to take a new approach to Export’s core brand values and build on the brew’s appeal to a younger age group without alienating its core 25-plus audience.
