WE Communications wins Carlsberg PR brief in Hong Kong

International brewery Carlsberg has handed WE Communications the PR brief for  a number of brands in Hong Kong.

The agency, which has previously worked with the company on a project basis, will oversee online and print communications for the brands Erdinger, Kronenbourg 1664, and the newly launched HK Yau.

The new account is also awarded on a project basis rather than as a long-term contract.

Carlsberg marketing director Kevin Chang said: “WE has worked with us since our Erdinger Oktoberfest event in 2014 in Hong Kong. The strong work from this campaign led to WE helping build brand awareness for our first Kronenbourg 1664 French weekend market, as well as projects for our Jolly Shandy and Nikka brands.”

He added: “Following the launch of our new craft brand HK Yau, we are fully confident the agency’s integrated communications capabilities will continue to boost the visibility of Carlsberg Hong Kong’s brands.”

Craft beer HK Yau – ‘yau’ meaning friendship – was launched exclusively in Hong Kong by Carlsberg in partnership with microbrewery Brooklyn Brewery earlier this year.

The Carlsberg account follows a successful run of new Asian business for WE this year. The agency has picked up accounts with Infiniti, Lenovo and The Cheesecake Factory in Hong Kong.

The agency also acquired two regional PR agencies: Red Bridge Communications in Shanghai and Singapore-based corporate affairs consultancy WATATAWA.


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