Carlsberg picks regional creative agency

Carlsberg has appointed JWT to handle its creative business in Malaysia, Singapore and Hong Kong after a three-way pitch.The three JWT offices will work with Carlsberg on a regional and local level.Carlsberg, which sponsors Liverpool, Arsenal and the Barclay’s Premier League called for creative ideas to leverage its football assets and connect with consumers in Malaysia, Singapore and Hong Kong.The pitch was led by JWT Malaysia and creative direction for all three markets will be led out of Malaysia.  JWT Hong Kong has been Carlsberg's agency of record for that market for the past three years.“We chose JWT on the basis of great strategic thinking and creative work,” Jessica Spence, Carlsberg marketing director for Asia said.“The teams across the markets collaborated brilliantly to bring us an approach that is both absolutely in line with our global vision, but brings great local consumer insight and relevance to the brand.”