Grey grabs dollars 5m Carlsberg business

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

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