Molson Coors UK Appoints Arc as Below the Line Activation Agency

Molson Coors, one of the UK’s biggest brewers, announces the appointment of Arc, an award-winning brand activation agency, to join incumbent agency, Life, on its below the line (BTL) agency roster.

Arc was appointed following a competitive pitch process which ended this month. As part of the pitch, Arc also presented the winning response to a ‘convenience channel’ brief and this will be implemented in 2015. All other 2015 work-in-progress will continue to be activated by Life.

Andy Cray, Director of Brands at Molson Coors, says: “The drinks industry is constantly evolving and at Molson Coors we want to work with partners that can help deliver our ambition to be first choice for consumers and customers.

“The Arc team was hugely impressive during the pitch process and the ideas they presented demonstrated that they fully understand the creative approach required to connect our brands with our target audiences.”

Beri Cheetham, Executive Creative Director, Arc says: "We are immensely proud to work with Molson Coors across their portfolio of iconic brands. The Molson Coors team have a compelling vision and an appetite for brave creative thinking. Our ambition is to generate work that resonates with consumers and creates envy among their competition."