Molson Canada is to launch an advertising review for its flagship brand. The company said it will draw up a short-list of candidates in relation to the creative assignment for its flagship Molson Canadian brand in its home market.

Speaking to Market News Publishing, Kevin Boyce, president and chief operating officer of Molson North America, said: "Much like an internal resources review where we look to put our top people on mission-critical assignments, we are holding ourselves to the same standard with our advertising agency. We want the best people with the best ideas working on our best brand."

Current agency Bensimon Byrne will automatically feature on the short-list. The work the agency handles for Molson Ultra, Black Label and Miller Genuine Draft in Canada will be unaffected by this review.

"Recent personnel changes on our creative team at Bensimon Byrne make this review a timely one," Boyce told Market News Publishing.

The review will conclude in early autumn.