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BBDO’s Bud Light win in the U.S. has cost the agency the Coors Light account in Canada.

The cross-border conflict was apparent as soon as the agency picked up Bud Light in the states last month. Molson Coors, which markets Coors Light in Canada, began considering its options almost immediately and has decided to move the brand to another agency soon.

“Molson Coors Canada will announce the re-assignment of the brands currently managed by BBDO Canada within the coming weeks,” Peter Nowlan, chief commercial officer for Molson Coors Canada, said in a statement to Ad Age. The marketer will “not be conducting an open RFP process,” he added, but “is in discussions with a very short list of whom we believe to be the best agencies in Canada.”

Continue reading at AdAge.com