Carlsberg has selected media agency OMD to handle its worldwide media sales account across all of its brands.
The Danish drinks manufacturer had previously entrusted OMD with managing its European account, but now the company will manage media planning and buying across 22 territories.
According to CampaignLive.co.uk, the expanded account is estimated to be worth £100 million and will be managed by Duncan Pointer, from OMD's London office.
It will cover Carlsberg's entire portfolio, which consists of hundreds of brands including San Miguel, Tuborg and Tetley, as well as its eponymous beer label.
A statement from Carlsberg revealed: "We have been reviewing our media supplier arrangements globally for all markets under the remit of Carlsberg Group.
"We are now pleased to announce that the Carlsberg Group has decided to consolidate its global media agency business into OMD with immediate effect."
One of the world's largest media companies, OMD has offices in more than 80 countries.
It is part of the Omnicom Group, whose various subsidiaries provide a range of direct and digital marketing services, as well as media sales and customer relationship management.
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