OMD can toast Carlsberg

Alcoholic beverages The Danish beer brand Carlsberg is entrusting OMD with its media planning and purchasing budget in the most important European markets, including Switzerland, and has signed a letter of intent to this effect, according to a press release; the final contract should be in place by August. The current budget holders will continue to work until the end of the year, while OMD begins the planning process for 2006. OMD won the contract in a pitch among four budget holders. Feldschlösschen, the Swiss Carlsberg subsidiary, regrets that the collaboration with the Zurich agency Mediaxis is coming to an end. However, a prerequisite for reaching the final round of the selection process was a presence in all the markets concerned, according to marketing manager Kim Christensen.