Molson Breweries has handed over more of its Quebec advertising account to Publicis-BCP of Montreal with the addition of Dutch-brewed Heineken – one of the imported brands that Molson distributes in Canada – to the mix.

The Publicis network has responsibility for Heineken in several European markets, but Montreal is the first of its offices to work on the brand in North America.

A new consumer campaign for Heineken is expected this fall.

Publicis-BCP already works on Molson Dry, Molson Hi Dry, O’Keefe and Black Label brands, as well as some corporate campaigns for the Quebec arm of the brewer.

Cossette Communication-Marketing of Montreal handles the remainder of the Molson brands in the province.

In other news at Brasseries Molson of Montreal, John Bailey, formerly of Tele-Direct, has been named vice-president of marketing.