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.