Published on: August 19, 2026
Asahi Europe & International has selected Havas as the global creative partner for Peroni Nastro Azzurro following a competitive four-agency pitch.
Havas has secured the global creative mandate for Peroni Nastro Azzurro, following a pitch process that began in April and was managed with support from AAR. The agency emerged ahead of incumbent McCann, Leo and adam&eve\TBWA.
Havas’ initial remit will cover key international markets, including Europe and North America, with its Australian operations expected to become involved at a later stage. McCann will continue working with Peroni on a final UK project as the account transitions to Havas.
The appointment further strengthens Havas’ relationship with Asahi Europe & International, which already works with the agency on brands including Asahi Super Dry.
“Following a thorough review of our global brand direction and future growth ambitions, we have appointed Havas as our new global creative partner,” Asahi Europe & International global brands CMO Małgorzata Lubelska said.
“This decision positions Peroni Nastro Azzurro for its next chapter of growth, and enables us to bring our global brands together, including Asahi Super Dry, under a single strategic partner. We would like to thank McCann for their dedication to the brand and delivering the only platform for multiple markets.”
Mark Whelan, Havas UK Chairman and CCO, said: “Grazie mille to the tireless and talented Havas teams, to the AAR for a thoroughly constructive process, and most of all to the Peroni crew for the opportunity to partner on such an iconic brand.
“We’re looking forward to building on the great work from the Peroni Nastro Azzurro and McCann teams. Our fridges look so much better with premium Italian lager within.”
The global appointment is expected to support Peroni Nastro Azzurro’s next phase of international brand growth, while bringing the brand closer to Asahi’s wider global creative strategy.
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