Europe: Carlsberg review of its media planning and buying in Europe
Danish brewing giant, Carlsberg A/S, announced on June 16 that it has signed a letter of intent with OMD to handle its media planning and buying services in Carlsberg’s major European markets. The final agreement is expected to be settled in August 2005.
"We are looking forward to a strong cooperation and partnership with OMD in the years to come. OMD has had a very strong performance throughout the media agency pitch both on a market-by-market, and a European level. We expect to achieve greater efficiency in media planning and buying but also a good strategic input to help us track and improve our brand performance and overall media strategy,” says Alex Myers, Senior Vice President, Group Sales and Marketing at Carlsberg.
During the first half of 2005 Carlsberg has been reviewing its media agencies in Denmark, Norway, Sweden, Finland, England, Germany, Poland, Switzerland and Italy.
“Carlsberg will continue to work with the existing agencies with the same good relationship as always during 2005 and OMD will prepare the ground work for the 2006 media planning process,” says Alex Myers.
Four incumbent agencies took part in the review which was initiated in connection with Carlsberg’s broader Commercial Exellence programme focusing on improving marketing & sales efficiency and execution.
Carlsberg is one of the leading brewing groups in the world, with a large portfolio of beer and soft drink brands. Its flagship brand, Carlsberg, is one of fastest growing and most well known beer brands in the world. Over 31,000 people work for Carlsberg at its 91 local production sites in 47 countries and its products are sold in over 150 markets. In 2004, Carlsberg sold 92 million hectolitres of beer, which breaks down to roughly 74 million bottles of beer per day. Read more on www.carlsberg.com
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