Pareto lands Molson contract and acquires TPS

The shopper marketing company will execute retail merchandising, POS, innovation and execution for the beer maker.

Toronto-based shopper marketing company Pareto Corporation has won the newly consolidated Molson Coors Canada retail business. The beer maker previously handled merchandising and POS work in-house, as well as through several different agencies, according to Michael Kuipers, VP marketing, Pareto Corporation, who adds that the company’s new Molson creative will come to market this fall.

In addition, Pareto has announced that it has acquired The Promotional Specialists (TPS), a promotional and incentive merchandising agency. “Molson is a big partner for both Pareto and TPS, so it just made sense to be under one roof in light of our new contract with them,” says Kuipers, adding that the company has had a strategic partnership with TPS for a number of years on numerous projects.

TPS will continue to be managed by founders Aaron Moscoe and Andrew Rotenberg, who have committed to remain with Pareto. Kuipers says that the company will begin crossing over existing TPS clients, including Toyota. “We are big believers in servicing our clients’ shopper marketing needs all under one roof,” he says. “It means that we are always in control of the quality or our work and speed to market.”