Interview: Lagunitas CMO Paige Guzman discusses Canvas Worldwide and upcoming plans for the brand
Lagunitas Brewing Company Strengthens Brand Presence with New Media Agency
Lagunitas Brewing Company, a popular brewery owned by Heineken, has appointed Canvas Worldwide as its U.S. media agency of record. This significant development is part of Lagunitas' strategy to differentiate its brand and drive growth in a competitive market.
In an interview, Paige Guzman, the newly appointed Chief Marketing Officer (CMO) of Lagunitas, discussed the appointment and the brand's marketing strategies going forward. Guzman, who previously served as CMO at Pax Labs, emphasized the importance of media planning and buying in the process of differentiating Lagunitas' brand and driving growth.
According to Guzman, differentiating Lagunitas' brand and continuing growth is crucial in a market filled with larger breweries and local microbreweries. She stated that Lagunitas has the number one IPA (India Pale Ale) in the world, a testament to the brand's success.
Canvas Worldwide was chosen following an internal review conducted by Lagunitas Brewing Company. The agency, which was Adweek's Breakthrough Media Agency of the Year for 2020, brings a wealth of experience and innovation to the table. Notably, Canvas Worldwide previously worked with Heineken USA, but Lagunitas operates independently from Heineken.
Under Guzman's leadership, Lagunitas strategically differentiates itself through innovative and targeted media planning and buying from larger and local breweries. The appointment of Canvas Worldwide is expected to further bolster these efforts, strengthening Lagunitas' position in the competitive beer market.
The interview with Guzman focused on the appointment and the brand's marketing strategies going forward. It was condensed for clarity and brevity. With the appointment of Canvas Worldwide, Lagunitas Brewing Company is poised to continue its growth and maintain its position as a leading player in the beer industry.
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