Companies are constantly trying to master the dynamic marketing environment in order to stay ahead of the competition. One such company is the well-known beer company Carlsberg, which has recently significantly changed its marketing approach. To redefine its approach to media and advertising in an increasingly digital environment, Carlsberg has partnered with iProspect, a digital agency known for its expertise in this field. This article describes Carlsberg's new marketing strategy and organization, the rationale behind the company's decisions, and the challenges it faced.
Carlsberg's decision to switch agencies and work with iProspect speaks volumes about their focus on adapting to the changing marketing landscape. The way businesses define digital media has changed, explains Hena Merzola, director of digital marketing and global media at The Carlsberg Group. In the past, traditional media focused on impressions and reach. However, with the convergence of print, broadcast and online media, it has become more difficult to track advertising from a financial perspective.
Mertsola emphasizes the need for an agency with extensive geometry expertise, and iProspect, along with parent company Dentsu, excels in this area. Both companies have developed tools and partnerships aimed at capturing attention more precisely than current methods. Carlsberg's decision to partner with iProspect reflects their desire to spend their advertising money wisely and become more accountable within the company.
Carlsberg, like many other companies, has a strong procurement team that overshadows all spending decisions. While cost was one of many criteria in the agency's selection process, Amanda Morrissey, iProspect's global client and brand manager, emphasizes that the proposal and subsequent decision was not just about procurement. The focus was on finding the best method of advertising, taking into account factors such as size, business acumen and commerce.
The partnership between Carlsberg and iProspect is based on pragmatism with a focus on implementing smaller, more targeted changes rather than ambitious changes. The two companies are working together to determine the best configuration globally and locally. This approach recognizes the challenges that often accompany large-scale change and aims to achieve meaningful results without overwhelming the organization.
Media buying transparency is increasingly important to marketers, especially as companies invest heavily in digital advertising. Hna Merzola emphasizes that marketers need to be more accountable internally and provide the best possible answers to the question of the effectiveness of digital ad spend. This trend reflects a larger shift in the advertising industry, where agencies are playing a key role in helping marketers be more accountable.
The numbers speak for themselves. In recent years, global billing, which is handled by large networks of media agencies controlled by holding companies and independent agencies. This growth demonstrates the continuing relevance and effectiveness of the agency model despite predictions of its demise.
During the pitch, iProspect used its identity platform to help Carlsberg better understand its audience. This look at what might work in the future highlights the potential of data-driven insights and personalized marketing strategies. While the exact details of the partnership are being worked out, Carlsberg is turning to iProspect for advice on best practices, including effective team structures, tools and ways of working.
Carlsberg marketers strive to use iProspect's expertise to make data-driven decisions, improve their marketing efforts and achieve better results in a changing marketing landscape. The partnership represents a strategic move for Carlsberg and reflects its commitment to being at the forefront of digital marketing and advertising.
Carlsberg's decision to work with iProspect and rethink its marketing strategy demonstrates its commitment to adapt to the evolving marketing landscape. By focusing on measurement effectiveness, transparency and accountability, Carlsberg strives to optimize advertising spend and achieve better results. The partnership represents a pragmatic approach that favors small, targeted changes over large, ambitious transformations.
In the dynamic world of marketing, companies must constantly evolve their strategies to meet the demands of the digital age. Carlsberg's collaboration with iProspect underscores their determination to stay ahead of the curve and use intelligence for effective marketing campaigns. As the industry evolves, it will be interesting to see how Carlsberg's new agency and marketing plans develop and what impact this will have on their brand and business.
First reported by Digiday.
