Carlsberg has appointed LBi as its global digital agency of record

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 Hestbaek Consult.