Dentsu’s iProspect had been named the global media agency of record for brewer Carlsberg Group.

Following a competitive review that included Wavemaker and Zenith as finalists, the assignment covers media planning and buying for Carlsberg’s full portfolio across all markets where it operates. In addition to its namesake, Carlsberg brands sold in Canada include Kronenbourg, 1667, Tuborg and Somersby.

With iProspect, Carlsberg’s goal is to establish an integrated media strategy focused on ensuring its brands remain relevant and influential.

The transition process from previous AOR Initiative has already begun, with iProspect fully assuming the assignment in Jan. 2024. Carlsberg spent $229 million USD on media last year.

Søren Brinck, chief commercial officer at Carlsberg Group, said the agency stood out for a comprehensive and innovative approach, “combined with their range of cutting-edge tools and strategies.”

Featured image by Niklas Morberg.