Carlsberg has chosen The Garden as its new creative agency of record in Canada following a competitive RFP process that began last year.
The agency has already started on a campaign to launch a new product this spring, timed to coincide with Toronto’s fashion week.
Fashion has been a tentpole marketing focus for Carlsberg Group, which has partnered with events like London Fashion Week and Copenhagen Fashion Week with its 1664 Blanc brand.
In a release announcing the new account win, Carlsberg Group marketing director Chad Abdo said they chose The Garden because of the agency’s “ability to deliver work rooted in deeper insights and a distinct creative lens.”
While The Garden is starting with the flagship brand, the mandate will expand to include other brands in the Carlsberg portfolio. A year ago, Carlsberg completed the acquisition of Kitchener Ont.-based Waterloo Brewing.
The team at The Garden boasts a wealth of experience in the beer category, accumulated over many years of combined expertise, said the agency’s co-founder and chief creative officer, Shane Ogilvie.
“We couldn’t be happier to be partnering with such an iconic brand and incredible group of people. They have huge ambitions for the Canadian market, and we’re honoured to have been chosen to go along for the ride” he said.
