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    Exclusive (09 May 2019)

    INITIATIVE has promoted Millie Richardson to the role of communications planning director.

    The Drum (17 Apr 2019)

    Carlsberg pours its heart out with Pilsner relaunch, admits it ‘Probably' wasn't the best

    CARLSBERG has launched a new campaign admitting it probably wasn't the best beer in the world but it has changed that. Promoting its new Pilsner, the £20m campaign includes social, OOH and digital activity, plus a new TV spot starring Mads Mikkelsen launching on the May Bank Holiday. The work was handled by FOLD7, Clifford French and INITIATIVE. Carlsberg kicked off the campaign by retweeting a series of negative tweets about its lager, aiming to show how it's taken on board criticism and encourage re-trial of its new offering. 

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