Carlsberg consolidates bulk of £100m media into OMD

Carlsberg has consolidated its estimated £100 million global media account into OMD after a four-way pitch, except the Chinese market, which has been retained by ZenithOptimedia.

Carlsberg: the ride by Santo
Carlsberg: the ride by Santo

OMD previously held the bulk of the brewer’s markets, and has retained its business including the UK account.

The Omnicom agency won a final battle against Group M's Mindshare to pick up new regions including the key market of France, which was previously held by Carat, as well as India, Serbia and Bulgaria.

OMD will run the business for the next three years from the start of 2014, covering the main Carlsberg brand, as well as Kronenbourg 1664 and Tuborg.

The review was handled by Carlsberg’s team in Copenhagen and started in July. It began with presentations in local markets before final pitches in London.

Jens Jermiin, the vice-president of digital, media and content production for Carlsberg, said the move was a step towards a "truly global agency set-up".

He said: "We believe [this] will greatly allow us to leverage our strength as a global group and punch above our weight in our markets."

Carlsberg spent £6.2 million on media in the UK in the year to September 2012, according to Nielsen.

OMD declined to comment on the news.

Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).