Publicis' digital agency LBi has been hired by Carlsberg UK to manage and increase the lager brand's digital profile following a competitive pitch.

As well as Carlsberg products, the Danish brewer also has well-known beverage brands Tetley, Somersby, Tuborg and San Miguel under its label. LBi will begin immediately on a social media and content initiative task for San Miguels Fresca product.

"We chose to work with LBi because of their outstanding strategic thinking, creative excellence and understanding of our business challenges, said Jonathan Dee, marketing controller at Carlsberg UK.


"We are looking forward to working with them to create a best-in-class digital presence in the UK."

Carlsberg and LBi have already worked together on a global account since May last year.

Michael Islip, the managing director of LBi, said: "We’re thrilled to be working with Carlsberg to help the company realise its digital ambitions across its portfolio of brands."