Initiative wins Carlsberg media account

IPG agency Initiative has won the global account for Danish beverage company Carlsberg Group, including in  Middle East markets.

Carlsberg told Campaign UK: “Following a competitive pitch, Carlsberg Group has appointed Initiative as agency of record to manage its global media planning and buying business, replacing the incumbent OMD. The appointment is effective January 1st, 2018. Initiative was selected based on their excellent planning and buying expertise, unique proprietary tools, digital capabilities, transparency and the quality of their teams. We would also like to extend our thanks to our incumbent agency, OMD, who have been a great partner over the years, and also to all the agencies who have put in the time and effort to participate in our pitch.”

Although Carlsberg’s alcohol advertising is limited in the Middle East, it owns the Moussy and Holsten brands in the region. Moussy is the largest brand in Saudi Arabia for non-alcoholic malt beverages.