The Danish beer brand currently works with the Omnicom agency in a number of other markets and the Malaysian account is slated to move on 1 August.
A result on Carlsberg Malaysia’s creative pitch is still pending as Euro RSCG and Naga DDB - both incumbent agencies - remain in contention.
Ole Nielsen, GM of Carlsberg Malaysia, said: “OMD has shown a great passion for our business, thorough understanding of the consumer and the category, and has proactively shown clear strategic thinking and direction.
“We also extend our appreciation to Carat for the co-operation and services provided during their contract with us.”
Andreas Vogiatzakis, managing director of Omnicom Media Group Malaysia, added: “With its strong values and a results-oriented approach, Carlsberg Malaysia is poised to be the dominant player in the Malaysian beer market.”
The international brewery is also looking to consolidate its lead in Malaysia’s beer market as its key rival, Guinness Anchor Berhad, continues to aggressively market its Tiger Beer brand - the second biggest-selling beer in the market. In Malaysia, Carlsberg’s first-quarter net earnings rose to RM26.5 million (US$8 million) on the back of higher sales during the Chinese New Year holiday.
Carlsberg forges closer global ties with OMD
KUALA LUMPUR - Carlsberg has 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.
