The agency will advise on brand and consumer experience matters as Molson Coors looks to broaden the appeal of Carling among consumers.
It follows last month's announcement that . Introduced in 2004, C2 ran its last major campaign three years ago. Next year Molson Coors will also roll out a range of beers aimed at women.
Annette Middleton, senior brand manager for Carling, said: "Our objective was to ensure that we have the best fit for Carling’s requirements in a changing alcohol and media landscape and I am confident that with Echo as a key strategic partner we have the best agency match to ensure we broaden Carling’s appeal and consumer footprint while maintaining its number one status."
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