Carlsberg UK selects The Marketing Store

by Maud Largeaud , AdForum

The Marketing Store has scooped Carlsberg UK’s consolidated below-the-line marketing account, following a pitch.

The agency won the business after pitching against the incumbent Billington Cartmell and Haygarth, in a process run through ISBA.

The agency will work on the Carlsberg brand, as well as across a number of the other brands within the Carlsberg portfolio, including San Miguel, San Miguel Fresca, Tuborg, Staropramen, Somersby and Tetley’s.

The Marketing Store’s first task will be to create a campaign to celebrate the kick-off of the 2013/14 football season and Carlsberg’s new partnership with the Premier League.

David Scott, Director of Marketing at Carlsberg, said: “It is really important for us to find the right BTL partner to join our team and take an already successful brand portfolio to even greater heights of success. We have some very ambitious plans for the second half of 2013 and into 2014 and we are looking forward to working with the team at The Marketing Store to help achieve them.”

Cameron Day, Director of Business Development at The Marketing Store, said: “We are really excited to be partnering Carlsberg UK at a time when they have a clear determination on what they wish to achieve across their brands in 2013/14 and some great properties for us to leverage on their behalf.
“It is also another good example for us where we are seeing the role of the BTL agency evolve to top tier agency status, working hand in hand with the media, digital and advertising across a portfolio of brand planning and activation.”

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