Carlsberg has appointed LBi as its global digital agency.
Following a four-way-pitch, LBi has been tasked with developing a strategic framework for the Carlsberg brand in digital, while it will also lead the creation of a multi-touchpoint engagement programme.
None of the brand’s existing agency relationships will be affected by the appointment, the company has said, with LBi set to work with local digital agency, technology companies and media partners to develop and implement digital programmes.
Khalil Younes, senior vice president of marketing and innovation at Carlsberg, explained: "We have increased our focus on digital and our ambition is to adopt an always-on mindset and establish a framework for us and our local markets to engage our audiences within. We have chosen to work with LBi because they share our thinking and have demonstrated a strong strategic insight as well as the ability to deliver strong solutions across creative, media and technology platforms."