Citizen will handle all PR activity in Canada including media and influencer strategy and relations across Molson Coors portfolio of signature and partner brands, Molson Canadian, Coors Light, Rickard’s and Heineken.
“We were impressed with the team at Citizen Relations particularly for their strong strategic capability coupled with insightful consumer analytics and understanding,” says Christine Jakovcic, Vice-President of Marketing, Molson Coors Canada. “It was also critical for us that our PR partner who would be a good complement to our internal team and established agency partners.”
Citizen Relations’ first program is Molson Canadian’s #AnythingForHockey campaign, which rewards Canada’s most irrationally obsessed hockey fans with an once-in-a-lifetime hockey experience on a rooftop rink in downtown Toronto. Citizen conducted a proactive communications program which included giving media and influencer’s exclusive access to the rink.
“The ink was barely dry on our partnership contract when we asked them to join the team on our Rooftop Rink project. They’ve been absolutely brilliant partners and we are very pleased to have them onboard,” added Jakovcic.
“When one of Canada’s most innovative marketing brands selects your agency for its strength in developing unique insights and integrated communications, it’s a huge achievement,” said Nick Cowling, Citizen Relations’ Canadian President. “Even in the early days of this relationship, we’ve been given the leeway to look beyond the traditional earned tactics and bring forward fresh thinking to their many brands and programs. It’s exactly what we want from a partnership with our clients. This win was a thrill and an honour.”
The announcement comes during an exciting time for the agency as it continues to undergo rapid growth in all business sectors.