Molson Coors UK has appointed brand and product design agency Echo as its strategic brand partner for lager brand Carling.

The agency has been tasked with advising Carling on its brand and consumer experience across on-and-off-trade.

Annette Middleton, senior brand manager Carling says, “We’re really looking forward to working with Echo. Our objective was to ensure that we have the best fit for Carling’s requirements in a changing alcohol and media landscape and I am confident that with Echo as a key strategic partner we have the best agency match to ensure we broaden Carling’s appeal and consumer footprint while maintaining its number one status.”