Leading brewing company, Carlsberg Group, has announced the appointment of iProspect as its new media agency, set to oversee all its global advertising and marketing campaigns. The decision followed a comprehensive review process wherein iProspect stood out for its strategic prowess, innovative thinking, data-driven approach, and a proven track record of results.
From January 2024, iProspect will shoulder the responsibility of media planning and buying for Carlsberg Group, acting as the company’s designated media agency. The partnership intends to forge a fresh path in Carlsberg’s global marketing approach, enhancing the brand’s footprint across all its markets.
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Søren Brinck, Chief Commercial Officer at Carlsberg Group, expressed his excitement over the partnership, saying, “We are thrilled to have selected iProspect as our global media partner. Their comprehensive, creative and innovative approach, combined with their range of cutting-edge tools and strategies, convinced us that they are the ideal choice to drive our marketing and our brands to new heights. We are eager to collaborate closely with iProspect and leverage their expertise to achieve our objectives.”
Carlsberg Group aims to harness iProspect’s expertise to develop an integrated media strategy, execute impactful campaigns, and maintain its brand relevance and influence across all of the Group’s markets.
Amanda Morrissey, Global Client and Brand President at iProspect, shared her enthusiasm about the partnership. She said, “Sometimes things just feel right and ‘click’. For us, this was an immediate reaction from our entire international team, across all markets, when we started this pitch process with Carlsberg. We understood straightaway what needed to be done. With a shared passion for the brands and their success, an ambition to create new opportunities to create meaningful connections with the consumer and a cultural connection that united us, we felt the spirit of partnership throughout. We can’t wait to get started and work together to create some of the best media work in the industry.”
Carlsberg Group also expressed its gratitude to its incumbent agency, Initiative, for their exceptional partnership throughout the years. It also extended its thanks to all the participating agencies for their valuable contributions during the pitch process.
This news is based on Marketech APAC.