Ole Nielsen, general manager of marketing at Carlsberg Malaysia, denied it was a full-blown pitch, insisting instead that the brand would still work with Naga DDB. However, Nielsen admitted: “We are potentially looking for an agency that can create a pan-Asian campaign starting in Malaysia and then rolling out to other markets, such as Singapore, Hong Kong and Taiwan.”
Naga DDB has handled the bulk of the Carlsberg account in Malaysia for the past three years, and its formal contract with Carlsberg lapsed last year.
According to Nielsen, Carlsberg will be looking for “durability and consistency” in its new campaign.
Carlsberg eyes regional campaign after calling creative pitch
KUALA LUMPUR - Carlsberg Malaysia is reviewing creative duties for its flagship Green Label brand, pitting incumbent Naga DDB against McCann Erickson and Euro RSCG.
