Three international agencies have been invited to pitch for a new global digital brief, thought to centre on helping the beer company become more relevant to young adults.
It is understood that the winning agency will create a digitally-led campaign to run across all major markets. Jakob Kalkar, the group media director at Carlsberg, said the brewer is also "in dialogue with other agencies to support us on various initiatives".
Reported in June last year, the beer brand partnered with J. Walter Thompson in Beijing to release three viral videos for its Chill brand to coincide with the Football World Cup 2010. In Malaysia, Carlsberg also partnered with FutureLab Singapore to create the 'longest standing wave' on Facebook for the tournament.
Shortly after, Carlsberg appointed Euro RSCG as its creative AOR in Singapore.
The move does not affect Carlsberg's relationship with the UK incumbent Saatchi & Saatchi. OMD was appointed to handle Carlsberg's US$160 million international media in January last year.
This article was first published on campaignlive.co.uk.