McCann Windsor to repitch for the Asahi UK creative account

Agencies are lining up to pitch for the creative task of raising

the UK popularity of Asahi Super Dry, Japan's biggest-selling beer.

McCann-Erickson Windsor, the incumbent on the £1 million account,

has been invited to repitch, joining a shortlist likely to include

agencies that already have relationships with Asahi in Japan.

The review comes at the end of the first year that Asahi took over

direct responsibility for its UK marketing from Bass. McCann Windsor

took on the account last year from WCRS, a Bass roster shop.

Earlier this year, the brand launched a London-focused campaign aimed at

young, style-conscious drinkers under the theme: "Hold your tongue."

Universal McCann bought and planned the multimedia blitz, which targeted

clubbers through postcards, taxi receipts, radio commercials and

Asahi-branded rickshaws.

John Hackney, the McCann Windsor managing director, was confident the

agency would retain the business.

"We're going through a statutory review and are being asked to make

representations," he said. "But our existing work has performed well in

the market and we are developing it further. We fully expect to be

running the 'hold your tongue' campaign next year."

Asahi Super Dry has been a mainstay of Asahi sales and a huge

contributor to its profits since its introduction in 1987. Since then it

has gradually eroded Kirin's position as Japan's leading brewer.

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