Carlsberg initiates global media account review
By Joseph Ekeng
Carlsberg, the renowned brewing company, has taken a significant step towards revitalizing its media planning and buying strategies by shortlisting three prominent agencies for its global media account. Wavemaker Global, iProspect, and Zenith are the three agencies competing to secure Carlsberg’s media planning and buying duties in an effort to gain a larger market share.
The previous incumbent on the account, IPG’s Initiative, declined to re-pitch, paving the way for new opportunities in Carlsberg’s media landscape. Initiative had served as the brand’s global media agency of record since 2017 when it replaced OMD in 2018.
This media review follows Carlsberg’s recent creative appointment in 2022, where Fold7 successfully won back the account from Grey Europe. Fold7, previously serving as Carlsberg’s global and UK creative agency, showcased its expertise and reclaimed the creative responsibilities for the brand.
Carlsberg, known for its association with Casino Royale actor Mads Mikkelsen, who has been a long-time brand ambassador, celebrated a milestone in 2022, marking 30 years of sponsoring Liverpool Football Club. With its rich history and strong partnerships, Carlsberg aims to reinforce its position in the market and further enhance its brand value.
In recent years, Carlsberg has taken proactive steps to adapt to evolving consumer needs and grow the beer category. The company has developed a new commercial approach focused on aiding customers in meeting consumer demands effectively. Additionally, Carlsberg conducted an analysis of its marketing spend allocation to ensure optimal support for its various brands. Efforts have also been made to revitalize the Carlsberg brand and update the visual identity of the Tuborg brand, ensuring their relevance in the future.
Carlsberg’s decision to shortlist the top agencies for its global media account signifies the company’s commitment to staying at the forefront of the industry. With the selection process underway, the brewing giant eagerly anticipates partnering with an agency that can help transform its media strategies and achieve its ambitious market expansion goals.
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