Carlsberg Group names new global media agency to form integrated strategy

Carlsberg Group has appointed iProspect, a dentsu company, as its new global media agency, effective from January 2024.  

Following an extensive evaluation process, iProspect was selected due to its strategic capabilities, creative thinking, innovative and data-driven approach to media planning, and impressive track record of success, according to Carlsberg.  

Under the new partnership, iProspect will assume full responsibility for all media planning and buying duties for Carlsberg Group as its media agency of record. It will be responsible for driving the company's advertising and marketing campaigns across all markets.

With iProspect's support, Carlsberg aims to establish an integrated media strategy and execute impactful campaigns that resonate with consumers, ensuring its brands remain relevant and influential across all the markets. 
 
Commenting on the appointment, Søren Brinck, chief commercial officer at Carlsberg Group said the company is thrilled to have selected iProspect as its 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,” he added. 
 
Meanwhile, Amanda Morrissey, global client and brand president, iProspect, 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 and 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 the agency, it felt the spirit of partnership throughout, said Morrissey. “We can’t wait to get started and work together to create some of the best media work in the industry,” she added.

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