Brewer Carlsberg-Tetley has ap-pointed new media agency AKQA to handle its online marketing account, which has been held since 1995 by CHBi Razorfish. The budget for the year-long appointment is thought to be more than 1m.
AQKA’s first task will be to develop a new Internet site for the Carlsberg brand for launch next year, as part of a brief based on Carlsberg’s football and music sponsorships. It will also manage online advertising for the brand.
Carlsberg is already a sponsor of the MTV Music Awards and the Reading Music Festival, and sponsors the England football squad, Liverpool FC, and the FA Carlsberg Vase. Despite Carlsberg’s early entry into online branding and promotion, rival beer brands such as Carling have fought back with ventures including the football news site Carling Net.
Ajaz Ahmed, AQKA managing director, says: “Carlsberg was one of the first players among UK packaged goods brands on to the Web, and has been very innovative.
“Carlsberg is integrating online activity into a range of offline activity for next year, and it was natural that an agency review formed part of its strategy.”
Robin Auld, Carlsberg brand manager, says: “New media will play an increasing role in the marketing mix for all brands as the number of online consumers increases.”
Mike Beeston, managing director of CHBi Razorfish, confirms that the agency repitched for the account. He says: “Our strategic approach did not match its needs.”
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