Carlsberg, the iconic beer brand, has named Hope&Glory its new global PR and influencer marketing agency following a competitive selection process.The agency will be responsible for developing and executing strategic communication plans for Carlsberg's brand on a global scale, with a focus on the upcoming launch of a new creative platform and brand positioning: "Do the best things begin with curiosity? Probably." This tagline reflects Carlsberg's commitment to sparking consumer interest and engagement.Previously, Carlsberg's brand and corporate PR were handled by Golin, but the partnership ended in late 2023. This appointment comes alongside the recent selection of Richmond & Towers to manage PR and social media for Carlsberg's Brooklyn Brewery brand.Lynsey Woods, Carlsberg's Global Brand Director, expressed her enthusiasm about the new partnership: "We were impressed by Hope&Glory's capabilities, creativity, and ability to deliver exceptional results across both global and UK markets. We're confident they'll help us share captivating stories that bring joy to our consumers, and we're eager to see how they elevate our brand in the coming years."Dominique Daly, who will lead the Carlsberg account at Hope&Glory, echoed the excitement: "Carlsberg is the most iconic brand in its category. Probably. So, we jumped at the opportunity to bring a new platform of curiosity to life for today’s consumers, helping them not just fall in love with the brand but also understand the richness of its brand story."Carlsberg joins a roster of clients who rely on Hope&Glory as their central creative hub, including major brands like Polestar (automotive), Pepsi, The Pokemon Company International, and adidas.