Carlsberg reviews global ad brief

Saatchi & Saatchi's grip on the global Carlsberg account is under threat with news that the Danish brewing giant is talking to advertising agencies about a global brief.

Carlsberg has asked Saatchis, Wieden & Kennedy and Shop to pitch for the branding project, which will focus on Carlsberg's European and Asian markets.

The pitch, which is being run from Denmark, is due to be concluded in the summer.

Mikkel Andersen, the international marketing manager at Carlsberg, is leading the review. He said: "We've decided to get a second opinion on the work that Saatchis has been working on for the past few months. We are happy with Saatchis and will continue to work with it in a number of markets around the world. However, we have found the 'expect company' creative idea does not work equally well in all markets. We want a creative idea or platform that works across all."

He added that the creative needed to work better in Asia.

Saatchis is responsible for creating Carlsberg's recent "old Lions" TV spot, which features former England football players, including Sir Bobby Charlton and Bryan Robson. This latest advertising push is part of the lager brand's long-running link-up with football.

Carlsberg's media planning and buying account, which is handled by OMD Europe, is unaffected by the review.

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