Campaign Imminent: Carlsberg hires global media AOR following another roster shift (Score 55)

Sales Lead: iProspect recently became beer brand Carlsberg's global media AOR, effective January 2024.

• The agency will handle all media planning and buying services.
• This shift replaces incumbent media AOR Initiative, which did not participate in this review.
  • Initiative won the account in 2017 and, the next year replaced OMD as Carlsberg's global media AOR.
• ​​​​​​​This appointment comes not long after Carlsberg named Fold7 as its creative AOR in June 2022.
  • ​​​​​​​Though this agency isn't headquartered in the US, its appointment will affect Carlsberg's US strategy.
• The company will likely:
  • ​​​​​​​Launch a new campaign
  • Shift strategy
  • Continue increasing spend
  • Conduct additional agency reviews
• Target demographic: 
  • ​​​​​​​Drinking-age (21+) Gen-Z and millennials

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Carlsberg has spent approximately $62.4k on digital ads YTD, 5% more than the approximately $59.7k spent by this point last year.
  • YTD data: Since the beginning of 2023, the company has earned roughly 8.3m digital impressions via Facebook (66%), Instagram (31%), YouTube (2%), and desktop display (1%) ads.
  • Last year: Carlsberg spent roughly $135.8k on this channel in 2022, almost triple the roughly $52.6k spent in 2021.

Additional agency insights:

• Opportunity: Reach out soon to see if any PR, digital analytics, social media management, experiential, influencer, and/or multicultural hires follow the recent media and creative hires.
• Current agency roster:
  • ​​​​​​​​​​​​​​iProspect: Global media AOR (announced July 2023, effective January 2024)
  • Fold7: Global creative AOR (not located in the US but does work on the account globally; July 2023

Insight Sources: Digital spend insights estimated by Pathmatics.