• by Steve McClellan  @mp_mcclellan, August 29, 2017

Interpublic’s Initiative has been awarded global media duties for the Carlsberg Group after a formal review, the client has confirmed. The incumbent was OMD and the appoint is effective January 2018.

The brewer spent about $1 billion last year on marketing worldwide according to its annual report. Global media expenditures weren’t immediately available. 

The company has taken a lot of its content efforts in-house in recent years and just last week staged a Ted Talk in Copenhagen using hologram technology to enable the firm’s long-dead founder J.C. Jacobsen to make the presentation. 

In addition to its flagship brand, Carlsberg Group labels include Tuborg, Ringnes, and Falcon. It has also has a joint-venture brewery with Brooklyn Brewery in Eastern Europe and, separately, several distribution agreements with BB.

Initiative declined to comment on the win but Carlsberg issued this statement:

“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.”