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.
