Peroni Nastro Azzurro launches global creative review

Asahi Europe and International has confirmed it has kicked off a review for Peroni Nastro Azzurro’s global creative agency.

The process is being handled by AAR and a shortlist has been drawn up with the assistance of the intermediary.

Peroni Nastro Azzurro has worked with Trouble Maker since 2020 and has created work such as “Live every moment, all year round”, which was the brand’s first-ever global winter campaign.

Trouble Maker has been invited to take part in the review.

The process will not affect any of the brands within the wider portfolio at Asahi, as well as any existing agency relationships across local markets.

Eleonore Droulers, global brands director at Asahi Europe and International, said: “Creative agency services are a crucial component of our ongoing ambition to become a top 10 beer globally.

“With that in mind, we have decided to undergo a review of our creative agency model in an effort to transform and improve the effectiveness of our marketing investments. When you look at our brand’s history, we have an iconic legacy of category leading work that is still magnetic for consumers, and I am confident that we will again.”

In March, Campaign reported that Asahi Europe and International was in talks with creative agencies.

At the time, a spokesperson for AAR told Campaign: “These meetings are exploratory at this stage and there is no confirmation that the business will enter a formal pitch process.”