Asahi Breweries appoint Brilliant Noise to build new marketing approach

Asahi Breweries Europe Group has chosen Brilliant Noise to transform its approach to marketing across Central and Eastern Europe. The win is the result of a competitive tender.

Brilliant Noise was selected on the strength of its marketing transformation work, specifically with FMCG brands. It has delivered similar programmes for Diageo, Barilla, L’Oréal, Jacob Douwe Egberts, adidas, Visa Europe and Universal Pictures International. 

The hybrid consultancy and creative agency is tasked with transforming Asahi’s Marketing Way, inherited from SABMiller. Working with brand teams across Europe, Brilliant Noise will develop and articulate Asahi’s new marketing principles and processes.

The partnership will set a new customer-centric standard for the brewer, focused on improving marketing effectiveness. Brilliant Noise’s team of experienced consultants will work with Asahi’s Regional Marketing Director, Marketing Capability Director and country-based senior marketers to define the approach and drive change.

These new principles will be launched to a broad section of the marketing team in September at Asahi’s annual marketing conference.

Grant McKenzie, Regional Marketing Director at Asahi Breweries Europe, said: “We chose Brilliant Noise as their team combines strong practical experience with a pragmatic and disciplined mindset. This reflects our own team setup and as a result we work together smoothly, quickly and effectively.”

Source: Brilliant Noise

  Agency, Alcohol, Asahi Breweries, Beverage, Brilliant Noise, Business, Europe, Marketing, New Account