Jenni Baker, London
Danish brewer Carlsberg has appointed Argentina-based agency Santo to handle its global advertising account.
First reported by The Drum, the agency picked up the ad business following a final two-way pitch against BETC and incumbent agency Fold 7.
Fold 7 picked up the account back in 2010. The agency has since created numerous football-related campaigns and was responsible for ditching the brand’s ‘Probably the best lager in the world’ tagline, created by Saatchi & Saatchi, in favour of its new ‘That calls for a Carlsberg’ positioning.
Carlsberg’s global digital agency LBi is unaffected by the appointment.
“Santo has been chosen as the new lead creative for the Carlsberg brand,” a Carlsberg spokesperson told The Drum. “They will help us to develop further the existing strategy for the Carlsberg brand and one of their first tasks will be to focus on our sponsorship of the Premier League