Previously the account was decided on a country-by-country basis, with ZenithOptimedia holding the £14m brief in the UK and Initiative and MediaCom holding the business in eight other European markets.
The Omnicom-owned agency, which already looked after the Carlsberg business in Germany, as well as a few major Nordic markets, picked up the entire account after a lengthy pitch against the other incumbent agencies.
Carlsberg highlighted its intention to consolidate its European-wide media account when it announced the review in November last year.
At the time, a Carlsberg spokesman said that it was uncertain about how many agencies it would end up using it, but added it was "unlikely that all four will continue to work with us".
In recent weeks, the initial list of agencies pitching for the business, which also includes the Tetley brand, had been whittled down to two – ZenithOptimedia and OMD.
ZenithOptimedia UK chief executive Antony Young said: "We were a strong partner for Carlsberg in the UK, delivering them outstanding work. However, this was always going to come down to a pan-European decision."
OMD declined to comment.
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