United Kingdom – Brewing company Carlsberg Group has appointed iProspect as its new media agency to manage all global advertising and marketing initiatives. After reviewing the process, iProspect was chosen because of its strategic acumen, originality, data-driven methodology, and track record of results.
Starting in January 2024, iProspect will take on the responsibility of media planning and buying for Carlsberg Group, serving as its designated media agency.
Søren Brinck, chief commercial officer at Carlsberg Group, said, “We are thrilled to have selected iProspect as our global media partner,”
He added, ”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 aims to use iProspect’s assistance to create an integrated media strategy, carry out campaigns, and keep its brand relevant and influential across all of the Group’s markets.
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.
She added, “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.”
Brinck also added, “We would like to extend our appreciation to our incumbent agency, Initiative, for their exceptional partnership throughout the years. We also thank all the participating agencies for their valuable contributions during the pitch process.”
