Labatt Beer, the flagship brand of North American Breweries, was looking to bring the “new” Labatt to life. The brand had been stagnant for the past few years and lacked a meaningful on-premise presence. Going forward, the brand hoped to better balance their off-premise versus on-premise presence. Labatt’s current agency has not been very strategic, and they didn’t appear to be too concerned about defining and protecting the brand. According to the client, their work, thinking, creative and service had been “good”, not “great”. In addition, the agency has become an order taker, not a leader for the brand…

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