Carlsberg has named Initiative as global media, and the partnership includes its Singapore and Malaysian market. The incumbent on the account is understood to be OMD, which has worked with the brand since 2005.
The global review was first called in March this year and was said to be handled by Ebiquity globally. According to global media reports, the review covers international brands, including Tuborg, Somersby ciders and Kronenbourg 1664, across 30 markets.
Last year, the company also began the development of a new commercial approach “specifically focused on helping customers to grow the beer category by better meeting consumer needs”, it said. Moreover, an analysis of the allocation of marketing spend was carried out in order to ensure the right level of support for the right brands. The company said it initiated work on revitalising the Carlsberg brand and updating the visual identity of the Tuborg brand in order to keep these brands relevant for the future. Results are expected to show this year.
According to the group, it has”an attractive footprint” with solid market positions in Asia. Total beer market volumes in its Asian footprint amounted to approximately 576m hl in 2016, with China by far the largest beer market. However,volumes in Malaysia were negatively impacted by the excise tax increase on 1 March. Nonetheless, growth in our premium products, price increases and good cost control ensured solid financial performance.
Meanwhile, Initiative, which is a media agency under the IPG Mediabrands, operates in more than 80 countries. Its clients include the likes of Dr Pepper Snapple Group, Uber, Unilever and Merck. Globally, Initiative named Mat Baxter as its global chief executive officer in July last year.
