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Carlsberg is a global icon. Famous for one thing. Beer. But when the world is drinking less and people’s tastes are changing faster than culture, you need to explore new opportunities.
This was the brief. To understand what should be next for Carlsberg globally.
We worked with the Carlsberg Global Innovation team to understand cultural, category, competitor and consumer trends in 22 markets. From health, to trends to taste. What was changing and how could Carlsberg grow with that change.
This global research study was designed to give an unparalleled perspective on cultural and consumption patterns.
From the growth of low-alcohol beers in Europe, to the explosion of RTDs in the US, to building luxury credibility in Asia.
We used a detailed understanding of commercial performance and consumer needs to inform a roadmap for Carlsberg’s NPD and portfolio brand development.
It goes without saying the rest is confidential. But trust us. The future taste good.
→ A proven business leader to some of the world’s most innovative and successful B2B and government brands including AGL, CommBank, WorkSafe and the BBC. Jamal’s multifaceted experience includes the practical application of insight into meaningful growth strategies, processes and digital products. From start-ups to blue-chip businesses, he’s helped launch ideas, scale teams, revitalise systems, and worked with business leaders to level-up their models and approach to brand experience.