Peroni Nastro Azzurro has begun a review of its global creative account in order to “reset with the right long-term partner”.
McCann Worldgroup, led by McCann London, currently holds the account after winning the business in 2024.
McCann is repitching for the business against fellow Omnicom shop Adam & Eve\TBWA, Havas and Publicis Groupe agency Leo.
Malgorzata Lubelska, global brands director at Peroni Nastro Azzurro, said: “Peroni Nastro Azzurro has taken time to reassess its global brand direction, governance and the support needed for its next phase of growth, especially as both the business and the wider agency landscape have evolved.
“Returning to pitch is a considered step to reset with the right long-term partner, align expectations and build the strongest possible global platform for the brand’s next chapter.”
AAR is handling the pitch process; it also handled the previous review.
McCann will continue to work on the UK platform for the brand, part of Asahi Europe and International, in 2026.
Havas has worked on the Asahi Super Dry brand since 2024.
In 2024, McCann was handed a remit of delivering a “long-term, global core creative platform” for Peroni, to produce a “consistent brand narrative across multiple consumer touchpoints and markets”, including the UK, Europe and Asia-Pacific.
In March this year, McCann London created a new brand platform called “Only", placing the beer in the realm of Italian masterpieces.
This month, McCann, Seen Presents and Joy! Collective created an Italian Renaissance experience entitled “Il fresco di Peroni” in Covent Garden.
