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.
