Carlsberg UK appoints Saatchi & Saatchi

Carlsberg UK has appointed Saatchi & Saatchi as the lead creative agency for San Miguel in the UK, having licensed the UK's leading world beer brand at the end of last year from Mahou San Miguel in Spain.

The agency will be developing San Miguel's £5 million marketing communications strategy beginning with an innovative campaign to take it in an exciting, bold new direction to strengthen its premium brand positioning in the UK market covering TV, cinema, and print avenues to be launched this May.

This new win for Saatchi & Saatchi builds on the long-standing relationship between the agency and Carlsberg UK, developed out of the successful Carlsberg 'Probably' campaign that has been running for some nine years.

''This is a fantastic new business win for us and a huge creative opportunity. Having already delivered some great work for Carlsberg over the years, we are very proud to now be able to help them develop and grow this exciting brand,'' said Michael Rebelo, managing director, Saatchi & Saatchi, UK.

''Carlsberg UK felt that Saatchi and Saatchi was without a doubt the right team for this exciting challenge," said Paul Davies, head of brands at Carlsberg UK.

"The new multi platform campaign idea Saatchi and Saatchi has created will reinforce the brand's quality credentials, align the brand with a key drinking occasion and make San Miguel's provenance relevant. I am sure Carlsberg UK's customers will love it,'' Davies,  added.