The win follows a three-way pitch with the China incumbent Carat Guangzhou and global media agency OMD in early April.
Carlsberg has launched its ad campaign for Carlsberg Light, repositioning itself as 'to step up and do the right thing'.
Ada Wong, MD of ZenithOptimedia Guangzhou, claimed the group's local market insights and integrated media capability helped to seal the contract. The Carlberg Chill launch has also been successful hence the brand's media spending has increased this year.
Wong added that Carlsberg is the fourth largest beer company in the world and takes a great interest in the China market. Its China’s monitored media adspend in 2010 was worth more than US$24 million.
Saatchi & Saatchi China is handling Carlsberg’s creative account in China.
ZenithOptimedia Shanghai previously worked on Budweiser’s media account in China.
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