The document summarizes Carling's All Agency Meeting that took place on January 17, 2008. It discusses Carling's identity in the market, focusing on British pubs and locality. It then outlines Carling's concept for the summer, which includes the largest ever "Carling Summer of Pubs" activities like pub quizzes, music performances, and online tools to locate pubs. The goal is to celebrate British pubs with humor and appeal to youth while executing a campaign in Carling's distinctive voice.

1. Carling All Agency Meeting Carling All Agency Meeting 17/01/2008

2. The Market Identity Identity CE Aussie Rules CE Mates Product Cold Beer Product ?

3. Where we are Calebration of the Great British Pub “You know who your mates are!” Focus on locality

4. With A Focus Executed in the Carling way With humour Appealing to youth With irony

5. Concept

6. Carling Summer of Pubs - Activity Biggest Ever Pub Quiz England Highlights Rock-aoke Alternative pub guide P ubCast Celeb Land Lord Pub Gigs Pubstock ‘ Pubify’ Festivals Scratchcards Mobile/Online beer garden locator Pub TV

7. Making Noise Supported by bespoke TV and print ads “ You know where your mates are!”