Malaysia: Carlsberg Brewery Malaysia Bhd has chosen advertising agency Naga DDB Sdn Bhd to handle its flagship Carlsberg Green Label brand, Malaysian news agency The Star Online posted on March 23. Naga DDB said in a statement the contract, worth an estimated RM25mil, would cover all above- and below-the-line activities as well as overall brand strategy and planning. Carlsberg Green Label is the market leader in the Malaysian beer market with a 60% share of volume.

Carlsberg Malaysia general manager (marketing) Jan Hertz said: “We met a number of agencies in Malaysia and selected Naga DDB based on its understanding of beer category dynamics, breadth of integrated capabilities and fresh thinking on how to grow the Carlsberg brand.” Naga DDB group general manager Andrew Leong said the agency’s challenge was to identify new ways to further enhance the brand’s leadership both in quantitative and qualitative terms.

23 March, 2005