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Peroni kicks off creative pitch in wake of takeover

May 2017,  campaignlive.co.uk


Peroni Nastro Azzurro is reviewing its creative requirements following a change in ownership from SABMiller to Asahi Group.

Peroni’s new owner has been meeting with ad agencies this week and is drawing up a pitchlist. The process is being run through The Observatory. Pitches are due to take place in early summer.

The incumbent is M&C Saatchi, which has held the account since 2012 after beating Havas London and J Walter Thompson London.

The appointed agency will be asked to reinforce Peroni’s position as a “super-premium” beer. The work will involve integrated activity.

Peroni, Grolsch and Meantime were sold by SABMiller to Japanese brewer Asahi Group last year.

They were sold for competition reasons ahead of Anheuser-Busch InBev’s £79bn acquisition of SABMiller.

Peroni did not respond to requests for comment.


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