Carlsberg has appointed Hope&Glory, a UK public relations agency, to lead strategic planning and creative development for the brewer’s global brand PR and influencer work following a competitive pitch. Its purview encompasses executive work in the UK as well as influencer work for the Carlsberg Masterbrand.
The London-based firm announced that it has been chosen to help Carlsberg “amp up the brand presence” in conjunction with the brewer’s introduction of a new creative platform centered around the question, “Do the best things begin with curiosity? Probably?” According to the agency, its main goal will be to raise consumer awareness of the fact that curiosity is at the heart of everything Carlsberg has always done, from developing novel brews to coming up with creative solutions for a more sustainable future to supporting some of the biggest scientific discoveries.
At the time of the appointment, Carlsberg did not have a PR agency on retainer for its UK operations. For the first time, Carlsberg UK unified its corporate PR and brand under a single agency in 2019 when it selected Golin as its PR partner. Richmond & Towers was also recently appointed by the brewery to oversee social media and PR for its Brooklyn Brewery brand. As a “central creative hub,” Hope&Glory also serves clients like Pepsi, Adidas, The Pokémon Company International, and Polestar, a manufacturer of electric vehicles.
Read More: OMG Implements Samsung Ads’ Native Advertising Solutions For Luxury Advertisers In ANZ Market
Carlsberg global brand director Lynsey Woods said,
“After a highly engaged and inspiring pitch process with some of the best in the business, Hope&Glory’s capabilities, creativity and ability to deliver on both a global and UK perspective across PR and influencer work shone through. We are really happy to welcome them to the Carlsberg family, we know that are going to help us share so many of the great stories that will bring a little joy to people’s day and can’t wait to see where they help us take our brand in 2024 and beyond.”
Dominique Daly, who will lead the account at Hope&Glory, added,
“Carlsberg is the most iconic brand in its category. Probably. So, we jumped at the opportunity to bring a new platform of curiosity to life for today’s consumers, helping them not just fall in love with the brand but also understand the richness of its brand story.”
Read More: Vistar Media Partners with PRODOOH to Bring Programmatic DOOH Advertising to Latin America
