Shauna Lewis
May 28, 2023

Carlsberg shortlists three agencies for global media account

IPG's Initiative was appointed in 2017, replacing OMD.

Carlsberg shortlists three agencies for global media account

Carlsberg has shortlisted three agencies for its global media account.

Wavemaker Global, iProspect and Zenith are all pitching for the brewer’s media planning and buying duties.

IPG’s Initiative was the incumbent on the account, but declined to repitch.

Initiative was first appointed in 2017 and replaced OMD in 2018 as the brand’s global media agency of record.

The media review follows Carlsberg’s creative appointment in 2022. Fold7 won back the account from Grey Europe, having worked as Carlsberg’s global and UK creative agency previously.

Casino Royale actor Mads Mikkelsen has been a long-time ambassador of the brand and in 2022 the beer celebrated 30 years of sponsoring Liverpool Football Club.

Source:
Campaign UK

Related Articles

Just Published

11 hours ago

Grab integrates OpenAI technology into its platform

Aside from making an impact on accessibility, customer support, and mapping, OpenAI's generative AI technology has the potential to impact Grab's advertising tools like retail media.

13 hours ago

Creative Minds: Imogen Wetzell Ramsey on quitting ...

The “excitable, emotional and energetic” creative dreams of a Sicilian town, a vino voyage and hopes her bucket list is not just a pipedream.

14 hours ago

GroupM restructures in Hong Kong, senior leaders exit

The departures are linked to GroupM’s ongoing ‘synergy project’ announced by WPP CEO Mark Read last year. Additionally, a new chief executive has been appointed in Taiwan.

14 hours ago

How Dentsu and Nestlé cut digital ad emissions by ...

CASE STUDY: By measuring and eliminating higher-emitting media and formats throughout their campaign for Bear Brand's sterilised milk drink, the carbon footprint was slashed by a quarter within a three-month period.