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.