See the impact
The Challenge
With an ambition for all its global power brands to become Top 10 beers by 2030, Asahi had undergone a global marketing restructure, including appointing a new CMO to oversee all ‘power brands’. This required a centralised global agency model capable of creating toolkits for local markets to translate and activate. Asahi Europe & International enlisted AAR to support a global pitch process to select a creative agency to deliver on this vision across their portfolio.
Deliverables
AAR designed and managed a structured search and selection programme, including:
- Discovery sessions with stakeholders to understand business objectives, marketing challenges, and brand priorities
- Focus on individual brand needs, recognising distinct strategic requirements and priority markets
- Conducting local market immersion sessions to engage regional teams and ensure alignment
- Maintaining flexibility to balance the goal of a single global agency with the unique requirements of each brand
Impact
AAR supported two search and selection programmes for Peroni and Asahi Super Dry. Peroni appointed McCann Worldgroup (led by McCann London) as its global creative agency of record, and Asahi Super Dry appointed Havas as its global creative partner outside Japan.
Both agencies are responsible for delivering long-term global creative platforms and consistent brand narratives across markets. The Asahi team highlighted that AAR’s guidance was instrumental, providing insight and structure that ensured a successful, collaborative pitch process.
The Challenge
With an ambition for all its global power brands to become Top 10 beers by 2030, Asahi had undergone a global marketing restructure, including appointing a new CMO to oversee all ‘power brands’. This required a centralised global agency model capable of creating toolkits for local markets to translate and activate. Asahi Europe & International enlisted AAR to support a global pitch process to select a creative agency to deliver on this vision across their portfolio.
Deliverables
AAR designed and managed a structured search and selection programme, including:
- Discovery sessions with stakeholders to understand business objectives, marketing challenges, and brand priorities
- Focus on individual brand needs, recognising distinct strategic requirements and priority markets
- Conducting local market immersion sessions to engage regional teams and ensure alignment
- Maintaining flexibility to balance the goal of a single global agency with the unique requirements of each brand
Impact
AAR supported two search and selection programmes for Peroni and Asahi Super Dry. Peroni appointed McCann Worldgroup (led by McCann London) as its global creative agency of record, and Asahi Super Dry appointed Havas as its global creative partner outside Japan.
Both agencies are responsible for delivering long-term global creative platforms and consistent brand narratives across markets. The Asahi team highlighted that AAR’s guidance was instrumental, providing insight and structure that ensured a successful, collaborative pitch process.
What Asahi Europe think...
