JWT APAC Wins Regional Carlsberg Business

JWT has been named Agency of Record for the Carlsberg brand in Malaysia, Singapore and Hong Kong after a competitive three-way pitch. 

Carlsberg, which sponsors Liverpool, Arsenal, the Barclay’s Premier League and the Euro Championships in 2016, called for creative ideas to leverage their football assets and connect with consumers in Malaysia, Singapore and Hong Kong. 

JWT’s winning pitch was led by JWT Malaysia, working closely with the network’s agencies in Hong Kong, which has been agency of record for that market for three years, and Singapore.    

“I’m ecstatic.  This is a great client and an important, exciting brand that will be a lot of fun to work on,” said Nicole Tan, Managing Director of JWT Malaysia. 

“We chose JWT on the basis of great strategic thinking and creative work. The teams across the markets collaborated brilliantly to bring us an approach that is both absolutely in line with our global vision, but brings great local consumer insight and relevance to the brand. We are very excited to start working with the JWT team to continue to make Carlsberg one of the most iconic beer brands in our markets,” said Jessica Spence, Carlsberg Marketing Director for Asia.

The three JWT agencies will work with Carlsberg on a regional and local level.  Creative direction for all three markets will be led out of Kuala Lumpur.

“Everyone in all three offices threw themselves into this, from creative and planning through to finance and the production teams.  It was clear to Carlsberg that they were dealing with one team, united in vision and drive,” said Tom Doctoroff, JWT Asia Pacific CEO.