OMD snatches Europe-wide Carlsberg account

ZenithOptimedia has lost its hold on the UK arm of beer giant Carlsberg's media account, with OMD understood to have picked up the £40m brief for the whole of Europe.

The Omnicom-owned agency is believed to have snapped up the entire account from ZenithOptimedia in the UK, worth around £14m, plus Initiative and Mediacom in eight other European markets.

The initial list of agencies pitching for the business, which also includes the Tetley brand, had been whittled down to two – ZenithOptimedia and OMD – in recent weeks.

ZenithOptimedia UK chief executive Antony Young said: “We were a strong partner for Carlsberg in the UK, delivering them outstanding work.

“However, this was always going to come down to a pan European decision.”

Both OMD and Carlsberg, which has been handling the pitch process out of its Copenhagen headquarters in Denmark, were unavailable for comment.

By Kevin May

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