Carlsberg Group has a new global agency of record for media planning and buying. Mediabrands shop Initiative will take the place of incumbent partner OMD as of Jan. 1, 2018.

OMD has handled media for Carlsberg globally since 2005. The search for a new agency began in early 2017.

Beer brands owned by Carlsberg include Tuborg, Kronenbourg/1664, Grimbergen and Holsten, plus the cider brand Somersby.

A spokesperson for Carlsberg said Initiative was chosen because of its planning and buying expertise, as well as “unique proprietary tools, digital capabilities, transparency and quality of their teams.”

Image by Pawel Kadysz, courtesy of Unsplash