• by Larissa Faw , February 7, 2017

Molson Coors Brewing Co. has selected Publicis Media for media duties in the U.S. and UK.

Publicis Media has created two Molson-dedicated units to service the account, including Chicago-based Connect powered by Publicis Media for their U.S. business, and London-based Connect powered by Zenith for the U.K. business.

In the U.S., the brewer spent $338.82 million on advertising during the first nine months of 2016, up from $327.45 million year-over-year, according to Kantar Media.  In 2015 the company spent $456.62 million. 

The U.S. incumbent was Interpublic. Zenith retained the business in the UK. Incumbent WPP's MEC will retain the account in Canada. WPP's Kinetic will continue to manage out-of-home in the U.S. and UK. 

MolsonCoors' business in Europe and in other international markets was not impacted by the review. 

The account transition will begin immediately and the "handpicked" Connect executives will collaborate with local teams to ensure "seamless activation" of 2017 plans, according to a client representative. 

Publicis Media landed the account due to its "impressive talent and global commitment" the rep said, adding that MolsonCoors believes that it is now "better positioned to achieve three primary media-related objectives,” including an upgrade in talent and technology, improved local marketing efforts and better opportunities for publisher and technology partnerships. 

Publicis Media's Connect will manage a newly enlarged portfolio. The brewing giant recently completed its acquisition of the remaining 50% stake in the Miller Coors joint venture to emerge as the world's third largest brewer, with brands including Carling, Doom Bar, Coors and Cobra.

MolsonCoors has several launches in the near horizon. Henry's Hard Sparkling will be launched nationally in March with lemon lime and passionfruit flavors. Reds and Blue Moon Belgian white will introduce new aluminum pipe packaging in the Q2 2017.