Following a review of the Global Agency of Record account, Carlsberg Global has reappointed Fold7 to lead the business away from the current incumbent. This new appointment includes leading the worldwide brand campaigns as they take on their next evolution.

Fold7 has worked with Carlsberg for more than ten years, and previously held the global and UK account, having introduced the Mads Mikkelsen persona to the brand.  The agency went on to create numerous award-winning campaigns which delivered stronger brand health and drove sales globally. These include ‘The Danish Way’, and the highly acclaimed ‘Probably Not’ campaign, in which the brand squarely addressed public opinion around its old brew not living up to its ‘Probably the best beer in the world’ strapline.

The global business then moved for 18 months to a network agency which continued to apply this creative platform. Fold7 retained the Carlsberg UK business and went on to win further global Carlsberg Group brands, Kronenbourg 1664 Blanc and Somersby, over the past year and a half. This portfolio of gains came off the back of its depth of knowledge and expertise in adult drinks marketing.

Lynsey Woods, Global Brand Director Carlsberg Brand, commented, “Carlsberg advertising is enjoyed by consumers and held up as some of the most innovative, authentic and entertaining in the industry. I’m really looking forward to doing even more great work with the very talented team at Fold7.”

Ryan Newey, founder and CCO, Fold7 commented: “Is Fold7 the best home for Carlsberg? Probably. We are all over the moon about this win as Carlsberg is a brand we have a lot of heart for.”

The media agency is unaffected.