Cake and Outside to handle Carling sponsorship brief

Cake and The Outside Organisation have emerged as joint winners in the pitch for Carling's music sponsorship PR work.

The hire - made by Stuart Cain, head of sponsorship at Coors Brewers, which owns the Carling brand - marks the end a three-year relationship with incumbent shop KLP Euro RSCG. Both KLP and LD Publicity lost out in the four-way pitch for the contract (PRWeek, 17 January).

Carling's music PR work has been split into media relations, which will be handled by Outside, and event management, which goes to Cake.

'If Carling is creating its own music events we thought we needed to act like music promoters,' said Cain, on the hiring of Outside.

Outside CEO Alan Edwards said: 'This account opens up a new phase for Outside, moving into brands.'

KLP is to handle one more project - the NME Carling Awards on 13 February - before Outside and Cake begin work.

They will handle events such as the Carling Homecoming shows and the Carling Weekend festival in August. They will also promote the Carling Live series of concerts in addition to the Carling Sessions, an initiative that is being run in association with new-music outfit Channel Fly.

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