Asahi Breweries Europe Group, home to brands including Asahi Super Dry, Pilsner Urquell and Lech, is plotting a major overhaul of its marketing strategy across Central and Eastern Europe with the appointment of Brighton agency Brilliant Noise.
The agency, which scooped the account following a competitive pitch, has been hired on the strength of its marketing transformation work for major brands Diageo, Barilla, L’Oréal, Jacob Douwe Egberts, Adidas, Visa Europe and Universal Pictures International.
Working with brand teams across Europe, Brilliant Noise will develop Asahi’s new marketing strategy and set a new customer-centric standard for the brewer, focused on improving marketing effectiveness.
Brilliant Noise’s team of consultants will work with Asahi’s Europe regional marketing director Grant McKenzie, as well as 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 Japanese-owned company’s annual marketing conference.
McKenzie 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.”
Founded in 2009, by former iCrossing chiefs Anthony Mayfield, Maddy Cooper, and Jason Ryan, Brilliant Noise has specialised in digital transformation strategies for a raft of global clients.
In 2017, it appointed former TMW Unlimited chief creative officer Gareth James as its first ever creative director, following a series of high profile client wins including The Economist and Tetra Pak.
Ex-TMW chief joins Brilliant Noise as first creative head