Carlsberg awards global media account to iProspect

Carlsberg has appointed Dentsu’s iProspect as its new global media agency of record.

From January 2024, iProspect will assume full responsibility for all media planning and buying duties for Carlsberg Group.

IPG’s Initiative is the incumbent on the account, but declined to repitch, Campaign reported in May. WPP’s Wavemaker and Publicis Groupe’s Zenith also pitched.

Carlsberg’s marketing expenses, the bulk of which comprise advertising, production and media planning and buying, were over £660m last year, according to the company’s financial disclosures.

Søren Brinck, chief commercial officer at Carlsberg Group, said: “[iProspect’s] 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.”

Danish TV and film star Mads Mikkelsen has fronted Carlsberg’s global ad campaigns since 2017. Last year the Danish brewing giant promoted its 175th anniversary and has sought to establish itself as a more premium beer brand.

Carlsberg now aims to establish an integrated media strategy, iProspect said, and execute “impactful campaigns” that resonate with consumers.

Amanda Morrissey, global client & brand president at 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.”