Bozell Malaysia bags Carlsberg Carl's Reserve

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