LBi scoops Carlsberg global digital duties
03 May 2012
Danish brewer Carlsberg has tapped independent agency LBi to handle its global digital account, following a four-way pitch.
Led from LBi Nordics, the agency will be responsible for developing a strategic digital framework for the Carlsberg brand and will lead the creation and implementation of an engagement programme across multiple channels.
It is expected that the agency will work with other local digital agencies, technology companies and media partners to develop and implement digital programmes.
The pitch process was led by Carlsberg group media and digital director Jakob Kalkar, with support from Nordic intermediary hestbaek Consult.
The appointment doesn’t affect any of Carlsberg’s existing agency relationships, including that of its creative agency Fold7.
“We have increased our focus on digital and our ambition is to adopt an always-on mindset and establish a framework for us and our local markets to engage our audiences within,” says Carlsberg senior vice-president marketing and innovation Khalil Younes. “We have chosen to work with LBi because they share our thinking and have demonstrated a strong strategic insight as well as the ability to deliver strong solutions across creative, media and technology platforms.”
Jenni Baker, London