BORDER LINES: COPENHAGEN: Carlsberg retains H&K

Lager giant Carlsberg International has hired Hill and Knowlton on a retainer to help promote its sponsorship of music and sports events across the world. H&K previously handled PR for Carlsberg’s web site launch and its sponsorship of the MTV Best Fan Award last month. Carlsberg International had never used a PR agency before, but local operating companies retain agencies on a country-by-country basis. The retainer is understood to carry a six-figure fee, and was won without a pitch last month. The agency will devise a template that local Carlsberg companies worldwide can use to exploit coverage of sponsorship.

by MAGGIE BROWN

Sign in to continue

Sign in

Sign in

Trouble signing in?

Reset password: Click here

US and Asia
subscriptions@prweek.com
+001 (800) 558-1708

UK & Europe
support@prweek.com
+44 (0)20 8267 8121

Register

Don't have an account? Complete easy registration and receive:

  • Limited Article Views (Excludes Subscriber Only Content)
  • Select Newsletters (Excludes Subscriber Only Bulletins)

Register Now

Register

FREE

  • Limited free articles a month
  • Limited number of free email bulletins

Register Now

Subscribe

To receive full access to PRWeek's content subscribe today and receive:

  • Unrestricted individual access to prweek.com
  • Breaking news and industry updates via PRWeek Daily News bulletin
  • Exclusive access to Agency Business Report, annual Salary Survey, Power List, 40 Under 40, & Best Places to Work, and more

Subscribe Options

Start your free trial 

Enjoy these subscriber-exclusive benefits:

  • Unrestricted individual access to prweek.com
  • Breaking news and industry updates via PRWeek Daily News bulletin
  • Exclusive access to Power Book and Top 150 UK Agency Business Report

Join today

Need to activate your subscription?

Domain/Group Subscriptions
Click here >>

Individual Subscriptions
Click here >>

Need to activate your Subscription

Company Wide Subscriptions
Click here >>

 UK Individual Subscribers
Click here >>