Carlsberg Green Label: Life favours those who see things differently

Chinese New Year was typically a celebratory period for both Carlsberg and beer drinkers. However, at the start of 2009, the economic crisis and Carlsberg's weakening market position was indicative of a bad year ahead in Malaysia.

Carlsberg Green Label: Life favours those who see things differently

The Warc Prize for Asian Strategy is the first Asian competition set up to reward brilliant strategic thinking in marketing. Marketers and agencies across Asia (excluding Pacific Asia) were asked to submit case studies that demonstrated how insight and strategy had solved a business problem. The cases had to show what the problem was, the strategy that was developed, how that strategy was brought to life and the results it delivered. The prize was judged by a panel of senior clients and agency-side strategy experts, using the following weighting: quality...

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