Carlsberg appoints M&C Saatchi Middle East as creative agency of record for Middle East portfolio

Carlsberg Group Middle East has appointed M&C Saatchi Middle East as its lead creative agency, signing a three-year contract for strategic and creative services across the Carlsberg portfolio in the region. M&C Saatchi will lead strategic consultancy, PR, and creative direction for Carlsberg’s brands in the GCC, with a primary focus on Saudi Arabia and the UAE.

The partnership will cover four key brands within the Carlsberg Middle East portfolio: Holsten, Moussy, Carlsberg, and an exciting new brand set to launch in 2025. Through this collaboration, Carlsberg Group Middle East aims to strengthen brand presence and market engagement across the region’s dynamic consumer landscape.

Scott Feasey, CEO of M&C Saatchi Middle East – “We are really looking forward to working with the Carlsberg Group, especially the Moussy brand. The Group has such great brands and brand equity in the region and in particular Saudi Arabia. We love working with great brands in the FMCG and CSDs space and I know it will be immensely fun to work with Dorothea and the team at Carlsberg too.”

Dario Albuquerque, Executive Creative Director M&C Saatchi Middle East – “It’s exciting to take the brand’s values and spirit and translate them into something that truly resonates with people here. We’re focused on creating ideas that are not only memorable but meaningful, bringing the brand’s vision to life in compelling ways across the region.”

Dorothea Drews, Marketing Manager of Carlsberg Middle East – “M&C Saatchi Middle East brings the strategic insight and creative excellence we were looking for in a partner. We’re confident that this collaboration will help us build a stronger presence across the region, connecting with our audience in Saudi Arabia, the UAE, and beyond.”

This partnership represents a significant step for Carlsberg Group Middle East as they look to further develop their market footprint and customer engagement through out of the box campaigns and strategic brand positioning across the GCC.