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Molson Coors has appointed Havas as its creative agency in the UK, consolidating advertising for its major brands into the French-headquartered holding company.

Havas will now manage advertising, PR, customer marketing, sponsorship and activation duties across Coors Light, Staropramen, Blue Moon and Pravha. It already handled the advertising for Molson Coors brands Carling, Sharp’s Brewery and Rekorderlig.

Havas revealed it was appointed without a pitch. It ends VCCP’s eight-year run as Coors Light's creative agency, a period which saw it launch the famed Jean Claude Van Damm fronted ads.

“It’s an exciting time to be working with Havas across our great portfolio of beer and cider brands creatively unlocking opportunities to drive connection and relevance with consumers,” said Jim Shearer, marketing and consumer excellence director at Molson Coors.

“With the success we’ve already had with Cake and Havas London and the expertise clearly evident across the Havas group, we’ve extended that relationship.”

Chris Hirst, Havas UK chief executive added that the win, without a pitch, “shows that there is real demand for our genuinely integrated approach to servicing our clients and is yet more proof that this model is working".

He referred to the integrated – or 'Village' – model that it’s been working against for the last couple of years.

The Molson Coors team will be co-located within Havas’ Kings Cross Village to service the account. It will include specialists from Havas London (advertising), Cake (sponsorship and activation), Field Day (customer marketing) and One Green Bean (PR).

Molson Coors’ UK media planning and buying will continue to be held by Publicis’ Zenith and OOH agency Kinetic.