Bozell Malaysia bags Carlsberg Carl's Reserve

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.

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