Agencies have received RFIs for the brief, which involves the brewer’s whole portfolio, including Somersby cider and Tuborg beer, as well as the eponymous brand.
The business is currently handled by OMD. Carlsberg most recently called a review in 2013, when the account was reportedly worth £100m.
Carlsberg has enlisted Ebiquity to lead the process and has invited OMD to repitch.
Fold7 handles Carlsberg’s creative account in the UK.
András Mohos, Carlsberg’s global category director for marketing services, said: "We have to make sure
we have the best partner on board to handle the increasing complexity with the best team, tools and performance."