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.

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.



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