Peroni Nastro Azzurro hands global creative brief to Havas
The move gives Havas responsibility for the next phase of creative development for Asahi Europe & International’s premium Italian lager
Peroni Nastro Azzurro is entering a new chapter in its global brand strategy, appointing Havas as its global creative agency after a competitive pitch. The move gives Havas responsibility for the next phase of creative development for Asahi Europe & International’s premium Italian lager.
The review, managed with pitch consultancy AAR, began in April, with final presentations held in June. Havas emerged ahead of incumbent McCann, adam&eve\TBWA and Leo. The transition starts immediately, although McCann will remain involved in one final UK project scheduled for 2027.
The appointment is strategically significant beyond a simple agency switch. Asahi says it wants to align its global brands under a more unified strategic relationship, with Havas already working on Asahi Super Dry. The decision reflects an ambition to create greater consistency and leverage across its international portfolio.
For Peroni, the timing is notable. McCann won the global account only in 2024 and subsequently developed the brand’s global “ONLY” platform. Its work included high-profile out-of-home activity and earned Peroni its first Cannes shortlist, according to McCann.
Havas therefore inherits a brand with considerable creative momentum rather than a blank canvas. Its challenge will be to build on that equity while giving Peroni a distinctive next act.
The appointment also strengthens Havas’ position within Asahi’s global marketing ecosystem. Rather than treating creative accounts as isolated assignments, the brewer is increasingly looking to consolidate strategic relationships around its international brands.
For Havas, the win is an opportunity to demonstrate that consolidation can deliver more than operational efficiency. The real test will be whether it can translate Peroni’s Italian premium positioning into globally relevant creative that remains distinctive across markets.
The agency transition may be immediate, but the bigger question is longer term: can Havas turn Peroni’s established cultural appeal into the next generation of global brand growth?
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