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Rethink Wins Molson Coors’ Heart

In case you didn’t get the memo on Friday (like us), we thought you should know that Molson Coors ended its review and has picked Toronto’s Rethink as AOR for its Molson Canadian and Rickard’s brands. As most of you know, the account was previously handled by CP+B Canada, which apparently fell out of favor with Molson Coors after it was discovered that the agency was pitching Bud Light. Molson Coors is still not divulging which agencies were on its shortlist, though names like Dare, Juniper Park and Leo Burnett have popped up as finalists in the review.

Regarding his company’s choice, Molson Coors Canada CMO/CSO Peter Nowlan says in a statement, “What impressed us the most about Rethink was their ability to unearth deep consumer insights and translate them into simple, elegant ideas through strategic rigour, clean writing and sharp design.”

As you can see above, all parties involved look pretty thrilled about the news. You can see more celebratory photos here.

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