Carlsberg appoints Marketing Store

Carlsberg UK has consolidated its direct and promotional marketing account into The Marketing Store following a three-way pitch against Billington Cartmell and Haygarth.
The agency will work on the Carlsberg brand, as well as across a number of the other brands within the portfolio, including San Miguel, San Miguel Fresca, Tuborg, Staropramen, Somersby and Tetley’s.
The Marketing Store’s first task will be to create a campaign to celebrate the kick-off of the 2013/14 football season and Carlsberg’s new partnership with the Premier League.
The agency was appointed as part of a review process, led by ISBA, which started in February. Previously Carlsberg used a roster of agencies across its portfolio, although Billington Cartmell was the incumbent on the main account.
Carlsberg director of marketing David Scott said: “It is really important for us to find the right BTL partner to join our team and take an already successful brand portfolio to even greater heights of success. We have some very ambitious plans for the second half of 2013 and into 2014 and we are looking forward to working with the team at The Marketing Store to help achieve them.”
Marketing Store director of business development Cameron Day added: “We are really excited to be partnering Carlsberg UK at a time when they have a clear determination on what they wish to achieve across their brands in 2013/14 and some great properties for us to leverage on their behalf.
“It is also another good example for us where we are seeing the role of the agency evolve to top tier agency status, working hand in hand with the media, digital and advertising across a portfolio of brand planning and activation.”