Peroni appoints new global creative agency

Peroni Nastro Azzurro has appointed Havas as its global creative agency. The pitch for the Asahi Europe & International-owned beer brand kicked off in April, with final presentations taking place in June.

The process was supported by AAR, with incumbent McCann competing alongside adam&eve\TBWA, Havas and Leo. The transition to Havas will begin immediately, as the agency takes on global creative duties for the brand.

McCann will continue to support Peroni Nastro Azzurro on one final project in the UK, which is slated to launch in 2027. 

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“Following a thorough review of our global brand direction and future growth ambitions, we have appointed Havas as our new global creative partner," said Małgorzata Lubelska, global brands CMO, Asahi Europe & International.

She added, "This decision positions Peroni Nastro Azzurro for its next chapter of growth, and enables us to bring our global brands together, including Asahi Super Dry, under a single strategic partner. We would like to thank McCann for their dedication to the brand and delivering the ONLY platform for multiple markets.”

In tandem, Mark Whelan, UK chairman and CCO, Havas, said, “Grazie mille to the tireless and talented Havas teams, to the AAR for a thoroughly constructive process, and most of all to the Peroni crew for the opportunity to partner on such an iconic brand. We're looking forward to building on the great work from the Peroni Nastro Azzurro and McCann teams. Our fridges look so much better with premium Italian lager within."

Mel Arrow, CEO at McCann, thanked the agency team for its work on Peroni Nastro Azzurro over the past two years. She also wished Peroni Nastro Azzurro and Havas well in their next chapter, while thanking the AAR for managing the pitch process.

The win follows another major global account secured by Havas last year. In October, Emirates named Havas Media as its global media agency following a competitive review, returning the airline's business to the agency after a five-year absence.

The account, reportedly worth US$190.5 million in annual billings, was previously handled by IPG Mediabrands through its UM London office. All six major holding companies were reportedly invited to pitch, with IPG Mediabrands, WPP Media and Havas Media making the final round.

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