Asahi Europe and International has shortlisted four agencies in a global creative review for its Asahi Super Dry brand.
The company is reviewing global agency requirements outside of Japan; the process will not affect any other brands in its portfolio or existing agency relationships in local markets.
Campaign understands McCann London, Dentsu Creative, Adam & Eve/DDB and Havas are vying for the account. The process is being handled by AAR.
Malgorzata Lubelska, 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 to transform and improve the effectiveness of our marketing investments.”
The incumbent on the global account is 180 Amsterdam, which was appointed in March 2023 after a review that began in September 2022.
Asahi appointed The Corner as its UK lead agency in 2023, covering brands such as Peroni Nastro Azzurro, Asahi Super Dry, Grolsch, Pilner Urquell, Meantime and London Pride.
It emerged in March this year that Asahi was in talks with creative agencies.
In addition, Peroni, another brand in Asahi’s stable, appointed McCann Worldgroup, led by McCann London, as its global creative agency of record earlier this month.
McCann London and Dentsu Creative declined to comment. Adam & Eve/DDB, Havas and 180 Amsterdam have been approached for comment.
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