Grey grabs dollars 5m Carlsberg business

<p>HONG KONG: Grey Worldwide has grabbed the multi-million dollar </p><p>Carlsberg Hong Kong and southern China account in a pitch that was aimed </p><p>at consolidating the business with one agency. </p><p><BR><BR> </p><p>The agency took the brief on the basis of its creative and strategic </p><p>recommendations. There was no review of the media account, which remains </p><p>with Zenith Media. The entire account is said to be worth at least </p><p>USdollars 5 million. </p><p><BR><BR> </p><p>Carlsberg originally used two agencies in Hong Kong - M&C Saatchi for </p><p>thematic branding work and BBDO for tactical and below-the-line </p><p>assignments - and TBWA in China. The consolidation is believed to be </p><p>aimed at gaining maximum marketing efficiency amid an intensifying beer </p><p>war, in which the combatants not only include the established players </p><p>but also a number of new entrants that are competing solely on </p><p>price. </p><p><BR><BR> </p><p>Carlsberg is the third largest beer brand in Hong Kong after San Miguel </p><p>and Heineken, but its overall market share is believed to have dipped to </p><p>about 10 per cent. The top three brands are said to have a combined </p><p>market share of less than 40 per cent. More than a decade ago, their </p><p>combined share was more than 50 per cent. </p><p><BR><BR> </p><p>Grey's assignment will be to try to revitalise the Carlsberg brand. A TV </p><p>and print campaign is expected in the short-term. </p><p><BR><BR> </p>