Integration and solid strategy key to Cossette Molson Dry win

Cossette Communication Marketing's integrated service offering was the trump card that helped it triumph over Taxi Advertising & Design to win the estimated $10-million Molson Dry account for the province of Quebec.

Cossette Communication Marketing’s integrated service offering was the trump card that helped it triumph over Taxi Advertising & Design to win the estimated $10-million Molson Dry account for the province of Quebec.

The closed review of roster agencies began early this summer with Cossette, Taxi as well as Publicis Montreal, the shop that has had the Molson Dry business since 1996. Publicis dropped out of the process in July.

Integral to the review was finding the agency that could take Molson Dry to its next stage of life by capitalizing on new opportunities such as the Internet, explains John Bailey, vice-president marketing for Molson Canada, Quebec region.

‘Molson’s decision to go with Cossette as Molson Dry’s official agency was taken primarily because of its team which demonstrated solid strategic and creative skills,’ says Bailey. ‘The fact that Cossette is an integrated agency that can offer many touch points with consumers, including promotions and new media, also supports the decision for assigning the brand.’

Cossette also handles the Molson Export and Tornado brands for Quebec. Taxi is the agency behind the brewer’s ‘Drive Safe’ advertising while Publicis Montreal has the Heineken, O’Keefe and Black Label brands in Quebec.

The account win comes amid some major personnel moves at Cossette, including the appointment of former Ammirati Puris president Bill Durnan to head Cossette Toronto on the heels of the departure of president Philip Donne. Meanwhile, Daniel Rabinowicz, president of Cossette Montreal announced that he will leave Dec. 1 on a year-long sabbatical.