Molson has parted ways with long-time AOR CP+B Canada. The beer co is now in the preliminary stages of initiating an agency review, currently compiling a list of potential partners with whom they’d like to speak.

“It’s a natural course of our business to be continually evaluating the health of our brands and performance of our agency partners,” says Forest Kenney, manager, external communications, Molson Coors Canada. “As such, we’re now in diagnostic mode whereby we’re assessing our present and future business needs. It bears sharing that CP+B, and their legacy Zig team, have been committed partners of ours for a long time and have been instrumental in helping us resuscitate the Molson Canadian brand.”

CP+B, which has worked with Molson Coors over the last seven years, developed and launched Molson Canadian’s “Made from Canada” positioning in 2010, taking advantage of a surge in Canadian patriotism surrounding the Vancouver Winter Olympics. The agency will continue to support its key assignments on Molson Canadian and Rickard’s as the beerco navigates the review process.

“We are privileged to have partnered with Molson Canadian for the past seven years during which time we were able to reverse their decline in sales and significantly grow the brand for the first time in a decade,” says Jeff Steinhour, president, founding partner, CP+B. “We’re extremely proud of the work and success we’ve had together. There will be no layoffs or changes at the agency as a result of our parting. We remain great friends and wish Molson Canadian much success going forward.”