Posted by Calvin LauMay 3rd, 2012
Copenhagen: Following a four-way competitive pitch process,
LBi has been selected to develop a strategic framework for
the Carlsberg brand in digital and to lead the creation and
implementation of a multi-touchpoint engagement programme.
Khalil Younes, Carlsberg's Senior Vice President Marketing
and Innovation, explains:
"We have increased our focus on digital and our ambition is
to adopt an always-on mindset and establish a framework for
us and our local markets to engage our audiences within. We
have chosen to work with LBi because they share our
thinking and have demonstrated a strong strategic insight
as well as the ability to deliver strong solutions across
creative, media and technology platforms".
Bettina Sherain, Chief Executive of LBi Nordics, comments:
"We're incredibly excited that Carlsberg has chosen to
partner up with LBi. We look forward to embarking on this
ambitious and exciting journey and to help Carlsberg in
defining and setting a new marketing agenda".
The appointment of LBi will not affect any of Carlsberg's
existing agency relationships and LBi will work together
with other local digital agencies, technology companies and
media partners to develop and implement digital programmes.
The pitch process was lead by Jakob Kalkar, Group Media &
Digital Director, with support from Nordic intermediary