OMD appointed to Carlsberg $160 million international media business

The Omnicom-owned network, which is the incumbent on the European business, fought off other pitching networks to keep hold of the Danish brewer’s business, with brands including Tetley, Tuborg and Carlsberg.

The review included 22 markets in Europe and Asia including the UK, Germany, France, Russia, Hong Kong, Malaysia and Singapore.

Carlsberg said in a statement: "As part of Carlsberg Group’s ongoing practice of continually improving our performance, we have been reviewing our media supplier arrangements globally for all markets under the remit of Carlsberg Group. We are now pleased to announce that the Carlsberg Group has decided to consolidate its global media agency business into OMD with immediate effect."

Commenting on the win, Barry Cupples, CEO of Omnicom Media Group Asia Pacific said: “Carlsberg is a much admired and very respected brand in our region. Worldwide, Carlsberg Group has a wonderful and powerful portfolio with over 500 brands. The Carlsberg team is going to push us hard to deliver outstanding work that helps shape their business going forward. It's an excellent and challenging opportunity and that's why we're absolutely delighted that they have asked us to extend our relationship with them.”

The pitch process, which kicked off in October, was led by Carlsberg senior vice-president, sales and marketing Khalil Younes.

The global account will be led by Duncan Pointer from OMD’s international office based in London.