Carlsberg, the renowned brewery, has selected Hope&Glory to spearhead strategic planning and creative development for its brand PR and influencer initiatives on a global scale. This decision follows a competitive pitch process, with Hope&Glory emerging as the chosen agency to elevate Carlsberg’s brand presence worldwide.

Hope&Glory’s mandate encompasses leading brand initiatives globally, including the UK market, as Carlsberg prepares to unveil a new creative platform under the refreshed brand positioning: “Do the best things begin with curiosity? Probably.”

Previously handled by Golin until the end of last year, Carlsberg’s brand and corporate work now transition to Hope&Glory, marking a strategic shift for the brewery’s communications approach. Additionally, Richmond & Towers has been appointed to oversee PR and social media for Carlsberg’s Brooklyn Brewery brand.

Expressing enthusiasm for the collaboration, Carlsberg’s global brand director, Lynsey Woods, praised Hope&Glory’s capabilities, creativity, and global perspective in delivering impactful PR and influencer campaigns. Woods anticipates that Hope&Glory will play a pivotal role in sharing compelling brand stories that resonate with consumers worldwide.

Dominique Daly, who will lead the Carlsberg account at Hope&Glory, emphasized the iconic status of the Carlsberg brand and the agency’s eagerness to bring a new platform of curiosity to life. Daly highlighted the agency’s commitment to captivating today’s consumers and enriching Carlsberg’s brand narrative.

Carlsberg’s partnership with Hope&Glory adds to the agency’s portfolio of esteemed clients, positioning it as a central creative hub for brands like Polestar, Pepsi, The Pokemon Company International, and adidas. As the collaboration unfolds, Carlsberg and Hope&Glory aim to captivate audiences with compelling storytelling and innovative brand experiences, setting the stage for an exciting journey ahead in 2024 and beyond.