Peroni kicks off creative pitch in wake of takeover

Peroni Nastro Azzurro is reviewing its creative requirements following a change in ownership from SABMiller to Asahi Group.

Peroni: incumbent is M&C Saatchi
Peroni: incumbent is M&C Saatchi

Peroni’s new owner has been meeting with ad agencies this week and is drawing up a pitchlist. The process is being run through The Observatory. Pitches are due to take place in early summer. 

The incumbent is M&C Saatchi, which has held the account since 2012 after beating Havas London and J Walter Thompson London.

The appointed agency will be asked to reinforce Peroni’s position as a "super-premium" beer. The work will involve integrated activity. 

Peroni, Grolsch and Meantime were sold by SABMiller to Japanese brewer Asahi Group last year. 

They were sold for competition reasons ahead of Anheuser-Busch InBev’s £79bn acquisition of SABMiller.  

Peroni did not respond to requests for comment.