The review followed the Danish brewery's decision to consolidate its advertising in Shanghai, Guangzhou (in southern China) and Hong Kong into one account. Media buying remains with Zenith Media. The entire business is estimated at $5 million.
Previously, Carlsberg's above-the-line business was split between M&C Saatchi in Hong Kong and TBWA in mainland China, while BBDO handled below-the-line marketing services in Hong Kong. -- Normandy Madden
Copyright August 2001, Crain Communications Inc.