The agency will advise on brand and consumer experience matters as Molson Coors looks to broaden the appeal of Carling among consumers.
It follows last month's announcement that Molson Coors plans to re-launch its low-alcohol C2 brand next year. Introduced in 2004, C2 ran its last major campaign three years ago. Next year Molson Coors will also roll out a range of beers aimed at women.
Annette Middleton, senior brand manager for Carling, said: "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."