Carlsberg hires LBi to increase digital profile

Carlsberg UK has appointed LBi to work on digital initiatives across its portfolio of brands.

Carlsberg: digital ambition
Carlsberg: digital ambition

The Publicis Groupe-owned digital agency, which has previously worked for Carlsberg on global projects but not in the UK, picked up the business after a pitch process.

LBi’s first activity is a social media and branded content campaign for the lager brand San Miguel Fresca. Other brands in the brewer’s portfolio include Carlsberg, Tetley and Tuborg.

The agency’s appointment follows a series of ad agency additions to the Carlsberg roster, including JWT, McCann Erickson and Santo.

Jonathan Dee, the marketing controller at Carlsberg UK, said: "We chose to work with LBi because of their outstanding strategic thinking, creative excellence and understanding of our business challenges. We are looking forward to working with them to create a best-in-class digital presence in the UK."

Michael Islip, the managing director of LBi, said: "We’re thrilled to be working with Carlsberg to help the company realise its digital ambitions across its portfolio of brands."

In February, the brewer appointed Fold7 to handle the £10 million UK ad business for Somersby cider, but moved the global account for Carlsberg beer to Santo, from Fold7.