Carlsberg Group appoints We Are Social as global social media agency

Carlsberg Group has appointed We Are Social as its global social media agency of record after a competitive pitch.

We Are Social will work with Carlsberg Group across strategy and creative campaign development, as well as social-first content production through We Are Social Studios.

Carlsberg’s brands include Tuborg, Somersby and 1664 Blanc, with campaigns across a range of global markets. 

Carlsberg Group appointed iProspect as its global media agency of record in 2023. At the time, the media account was worth $229 million in billings. We Are Social will work closely with iProspect.

Henna Mertsola, global digital marketing and media director at Carlsberg Group, said the social shop, owned by Plus Company, was chosen for its “creative reputation and global reach” as well as its “ability to bring new technologies” to Carlberg’s social strategy. 

She added: “We’ll be collaborating to create more globally consistent and social first content and bring new and fresh ideas to our brands.”

Carlsberg’s appointment of We Are Social, and iProspect last year, follows a creative review that took place in 2022, when Fold7 took back the account from Grey Europe, having worked as Carlsberg’s global and UK creative agency previously.

Lisa Austin, client partner at We Are Social, said: “We’re thrilled to be working with such a progressive business as Carlsberg Group, with brands who genuinely want to create cutting-edge work.” 

We Are Social's co-founder and group chief executive, Nathan McDonald, stepped down last month after 16 years. Earlier in the summer, the shop got to the final round of pitches for Jameson's global social media account.