W&K wins global Carlsberg task

Wieden & Kennedy Amsterdam has snatched the global Carlsberg account from Saatchi & Saatchi after a pitch that also included Shop, the agency formerly known as Campbell Doyle Dye.

The review was overseen by Carlsberg's international marketing manager, Mikkel Anderson. The process began in May after Carlsberg found Saatchis' "expect company" ideas were not working well in all of its international markets, particularly those in Asia.

The global business will be run from Wieden & Kennedy's Amsterdam office. The agency will begin by developing a branding project, which will focus on Carlsberg's Asian and European markets. Carlsberg may also run the work in the UK.

The appointment does not affect Saatchis' hold on the UK business. The ad agency will continue to work with Carlsberg on existing campaigns in the UK that centre on the "don't do" strategy.

Saatchis created the "old lions" television commercial for Carlsberg, which starred former England footballers such as Sir Bobby Charlton and Bryan Robson.

Become a member of Campaign from just £51 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