Danish brewer Carlsberg has called a review of its global media agency arrangements, worth an estimated £100m ($123m).
Carlsberg’s European planning and buying account has been held by OMD since 2005, and the Omnicom Media Group agency retained the bulk of the global business in both 2010 and 2013.
The statutory review kicked off last month and is being handled by Ebiquity, alongside Carlsberg’s global media and procurement teams. OMD will take part in the review, with “winning agencies” to be announced in the summer.
The review covers Carlsberg’s portfolio of international brands, including Tuborg, Somersby ciders and Kronenbourg 1664, across 30 markets.
A spokesman told M&M Global: “The media budget is a substantial part of Carlsberg Group’s total marketing investment and Carlsberg’s policy is to run media agency pitches on a regular basis to prove that we are still cooperating with the best media agency across all KPIs.
“The goal of the review is to make sure we have the best media agency for Carlsberg’s needs, with the right passion, commitment, innovation, target group insights and last but not least competitive group buying power that make the difference vs their competitors.”