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Marketing and Sponsorship

Molson Coors Reviewing Creative Account For U.K. Lager Carling

Molson Coors is reviewing the creative account for Carling, one of the U.K.'s "best-selling lagers," according to Simon Gwynn of CAMPAIGN LIVE. The brewer said that it was looking for an agency that would help maximize the value gained from its partnerships, which include the EPL, Sky and Universal. It denied that the move reflected "any dissatisfaction with the incumbent agency, Creature," which confirmed that it would be taking part. Carling Brand Dir Jim Shearer: "This review is in no way a reflection on our current creative partner who have been invited to participate. Neither is it a reflection on our brand performance or future plans, it's just smart business to regularly assess the quality of your agency and supplier partners." Molson Coors has recruited ISBA to support the review process which is "expected to conclude early next year." Carling signed a three-year deal in May to become the official beer partner of the Premier League (CAMPAIGN LIVE, 10/20).

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