Three international agencies have been invited to pitch for a new global digital brief, thought to centre on helping the beer company become more relevant to young adults.
It is understood that the winning agency will create a digitally-led campaign to run across all major markets. Jakob Kalkar, the group media director at Carlsberg, said the brewer is also "in dialogue with other agencies to support us on various initiatives".
The move does not affect Carlsberg's relationship with the UK incumbent ad agency Saatchi & Saatchi. The agency created last year's "team talk" spot that featured English sporting legends including Sir Trevor Brooking, Jack Charlton and Stuart Pearce, who combine to deliver "Probably the best team talk in the world" to the England football team.
The TV work was supported by a dedicated website, englandteamtalk.com, which included behind-the-scenes footage of the ad and interviews with some of the stars.