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.