The review includes 24 major markets for the brewery, including Malaysia, Hong Kong and Singapore in Asia.
The company is looking to consolidate and create cost efficiencies where possible.
Omnicom's OMD holds Carlsberg's media account in a number of countries across the region.
The company is looking to consolidate and create cost efficiencies where possible.
Omnicom's OMD holds Carlsberg's media account in a number of countries across the region.
A Carlsberg spokesman confirmed the longlist has already been selected and involves more than four major agency networks.
The pitch process is being led by Carlsberg senior vice-president, sales and marketing, Khalil Younes, who joined the company from Coca-Cola at the start of the year.
A source confirmed the media review is worth up to US$240 million in billings.
Carlsberg's spend has fallen in the past five years as it has switched spend from traditional TV ads into online and viral films.
The group out-performed the market to deliver a strong performance for the first six months of 2009, with strong cashflow growth, margin improvement and organic profit growth.
In July 2008, Carlsberg shifted its US$4.5 million media account from Carat to OMD in Malaysia without a pitch, a move that aligns OMD with Carlsberg globally.
