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

12 hours ago

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.

12 hours ago

Agency Report Card 2024: Havas Media

Newly independent and armed with its Converged strategy, Havas Media is pushing for growth in APAC. But with a limited regional presence, key account losses, and stiff competition from larger, tech-savvy rivals, the agency faces an uphill battle to prove its relevance and scalability in a cutthroat market.

12 hours ago

WPP launches data solution Open Intelligence

The network is calling the solution the advertising industry’s 'first large marketing model'.

13 hours ago

2025 Cannes Contenders: UltraSuperNew creatives ...

UltraSuperNew's creative chiefs in Tokyo pick the APAC campaigns that stand a good chance of winning a Lion.