Carlsberg appoints Life as below the line roster agency

Carlsberg has appointed full service creative agency Life as its below the line (BTL) roster agency following a eight-way competitive pitch process.

Life will work across multiple channels including on-trade, off-trade, wholesale and impulse, taking immediate responsibility across a range of brands within the Carlsberg portfolio. The agency will be at the forefront of exciting channel plans where its understanding of the both the on and off-trade channel will come to the fore.

Jamie Fyne, head of customer marketing, Carlsberg UK said: “When we met the team at Life, we loved their level of insight and channel understanding. The chemistry with the team has been great and we’re looking to kick-start activity immediately.”

David Poole, co-founder and client partner, Life said: “We are extremely excited to be working with the Carlsberg team across such iconic and well-loved brands, and it promises to be an exciting new chapter for the business.”

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