• by Joe Mandese  @mp_joemandese, July 11, 2023

Danish multinational brewer the Carlsberg Group this morning named Dentsu's iProspect its new global media agency of record.

"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," the company said in a statement, noting that decision followed an extensive review and that iProspect was selected "due to its strategic capabilities, creative thinking, innovative and data-driven approach to media planning, and impressive track record of success."

IPG Mediabrands Initiative was the incumbent, but did not participate in the review.