Danish brewing giant Carlsberg has hired the Milan office of French global network Publicis to handle advertising for its Tuborg lager brand in Italy, budget unstated.

Among the contending shortlisted shops were BGS D'Arcy, Milano & Grey and Leo Burnett Worldwide unit, Black Pencil. Said Giovanni Brambilla, commercial director of Carlsberg-Italia: “We felt Publicis was the best fit to develop our image in Italy."

According to Publicis, the Tuborg brief includes a span of media, including TV, radio, print and outdoors. The first campaign – aimed at creating a new awareness of the brand – will break in Q1, 2001.

News source: Advertising Age - International Daily