Molson Coors has appointed Carat to handle its strategic media planning and buying in the UK and Ireland, following a competitive pitch.
Previously, the account was held by Publicis Media’s Zenith.
The billings are worth more than £20m in the UK and Ireland, with the contract beginning 1 January 2023.
Clare Chapman, chief executive of Carat UK, said: “At the heart of our Designing for People approach sits a deep understanding of human behaviour, a highly sophisticated planning process underpinned by Dentsu’s proprietary data and tools, and a passion for bringing those things together.
“I am so proud of the way our people brought our approach to life for the wonderful team at Molson Coors. We cannot wait to get started and see what we can achieve together.”
Molson Coors is the parent company of beer brands Carling, Madrí Excepcional and Coors.