Carlsberg Group selects iProspect, a Dentsu company, as new global media agency

Today the Carlsberg Group announced that iProspect has been appointed as its new agency, responsible for driving the company’s advertising and marketing campaigns across all markets.

Following an extensive evaluation process, iProspect stood out as the clear choice due to its “strategic capabilities, creative thinking, innovative and data-driven approach to media planning, and impressive track record of success”.

The transition process is already underway, and starting from January 2024, iProspect will assume full responsibility for all media planning and buying duties for Carlsberg Group as its media agency of record.

Søren Brinck, chief commercial officer at Carlsberg Group, commented: “We are thrilled to have selected iProspect as our 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.

“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.

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 Groups markets.

Amanda Morrissey, global client & brand president, iProspect, added: “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 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.”

By Matthew Neville – Senior Correspondent, Bdaily

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