Carlsberg readies 'fresh approach' with dual hire

Talk PR and Porter Novelli have emerged as joint victors in the hotly contested agency battle for the bulk of Carlsberg UK's promotional business.

The agencies largely replace Ketchum, Carlsberg's former retained agency of 12 years. Priority products for PR work will be the core Carlsberg brand, Carlsberg Export, Holsten and Tetley's.

The award of the business to the two agencies spells the end of Phipps PR's work on Holsten - but Leeds-based Ptarmigan's contract promoting Tetley's Rugby League sponsorship interests is unaffected.

A spokesman for the brewing giant said the shake up was intended to help Carlsberg 'refresh its approach' to communications.

Ketchum is now working for rival brewer Heineken, (PRWeek, 22 April), and pulled out of the Carlsberg review at the agency credentials stage.

Karen Earl Sponsorship, Octagon, Lexis PR and Euro RSCG Biss Lancaster were all involved in the final stages of the Carlsberg contest.

Talk PR - a subsidiary of ad agency M&C Saatchi - and PN will handle promotional work for Carlsberg in England and Wales.

Talk PR will be involved in consumer and sponsorship promotions, with PN working on a corporate and trade brief.

Carlsberg UK continues to use Crossan Communications in Scotland.

PN has put a six-strong team on the account, run by directors Jonathan Hemus (corporate) and Keith Taylor (trade), plus head of media Ben McCarthy.

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