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Alcohol Marketing

Asahi Breweries task Brilliant Noise with amplifying European marketing messaging

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By John Glenday, Reporter

September 9, 2019 | 2 min read

Asahi Breweries is to shake-up its European marketing approach with the appointment of Brilliant Noise to oversee its strategy across Central and Eastern Europe.

Asahi

Asahi Breweries task Brilliant Noise with amplifying European marketing messaging

The partnership will see the agency articulate Asahi’s marketing concepts to a European audience having been selected for its track record in delivering similar transformations for brands such as Diageo, L’Oréal and Adidas.

Describing itself as a hybrid consultancy and creative agency Brilliant Noise will seek to establish a new customer-focussed standard for the brewer based on improving the effectiveness of its marketing efforts.

Grant McKenzie, regional marketing director at Asahi, said: “We chose Brilliant Noise as their team combines strong practical experience with a pragmatic and disciplined mindset. This reflects our team set up and as a result, we work together smoothly, quickly and effectively.”

The first fruits of this tie-up will be revealed at Asahi’s annual marketing conference later this month.

Asahi has previously played on Japan's reputation for zaniness by employing a giant quid and robot geisha to promote Asahi Super Dry.

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