Fold7 wins back Carlsberg global creative account

Carlsberg Global has reappointed Fold7 as its global agency of record following a review. 

The incumbent was Grey Europe, which Carlsberg enlisted to work on a global campaign building on Fold7's "The Danish Way" platform in 2020. Grey also worked on the global Tuborg account.

Campaign understands that Grey will not work with Carlsberg or Tuborg going forward. The agency declined to comment on the move.

Fold7 has created ads for Carlsberg for more than 10 years, having previously held the global and UK account. 

The shop created Carlsberg’s “The Danish Way” campaign in 2017, when it introduced Danish Hollywood star Mads Mikkelsen to the brand. 

It was also behind the “Probably not” campaign, in which the brand addressed public opinion around its old brew and not living up to its “Probably the best beer in the world” strapline. 

While Carlsberg worked with Grey Europe globally, Fold7 retained the Carlsberg UK business. Fold7 has also won further global Carlsberg Group brands, Kronenbourg 1664 Blanc and Somersby, over the past year and a half. 

Lynsey Woods, global brand director at Carlsberg Brand, said: “Carlsberg advertising is enjoyed by consumers and held up as some of the most innovative, authentic and entertaining in the industry. I’m really looking forward to doing even more great work with the very talented team at Fold7.”

Ryan Newey, founder and chief creative officer at Fold7, added: “Is Fold7 the best home for Carlsberg? Probably. We are all over the moon about this win as Carlsberg is a brand we have a lot of heart for.”

Carlsberg's media agency, Initiative, was not part of the review.