Asahi Breweries task Brilliant Noise with amplifying European marketing messaging

Asahi Breweries task Brilliant Noise with amplifying European marketing messaging

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.

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.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.