KUALA LUMPUR: Bozell Worldwide Malaysia has expanded its business
on the Carlsberg account, winning the creative and media brief for its
second-biggest brand, Carl's Reserve.
Leo Burnett was the incumbent on the brand. The latest win follows
Bozell's successful attempt in prising the Carlsberg Green Label
creative and media account from Peter Beaumont & Friends in a pitch late
last year.
Carlsberg's national sales manager Walter Yu attributed the latest win
to Bozell's "significant contribution in enhancing Carlsberg Green
Label's domination of the local beer market". Yu added: "They have shown
they have the market understanding and resources to successfully
differentiate and grow an additional brand for us."
Bozell chief executive Bob Seymour said the task was to further
consolidate the brand's more than 65 per cent market share. "Carl's
Reserve presents a quite different challenge - to conceive and implement
strategies which will grow it into a clear leadership position in the
highly-competitive premium sector," Seymour said.
Bozell account director Francis Tan said the agency would look at
employing a guerilla marketing mix that included above-the-line as well
as a heavy contribution from different street activities to appeal to
the brand's target of young, urban drinkers.
