Carlsberg launches $78 million review

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[London] Carlsberg is reviewing its $78 million media account across Europe but it's unclear what, if anything, will change. Carlsberg has invited all four of its incumbent agencies to pitch without indicating whether the Danish brewer wants to consolidate the business with fewer agencies. Grey Global Group's MediaCom, Interpublic Group of Cos.' Initiative, Omnicom Group's OMD and Publicis Groupe's ZenithOptimedia are pitching. Alex Myers, VP-marketing and innovation at Carlsberg, is overseeing the review, expected to be completed by June 2005.
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