SABMiller calls global contest

Brewer opens talks with creative agencies over brief to launch premium beer brand.

Peroni: its SABMiller parent works with agencies including 101 and M&C Saatchi in the UK
Peroni: its SABMiller parent works with agencies including 101 and M&C Saatchi in the UK

SABMiller, the brewer, is looking for a creative agency to launch a new beer globally.

The company, which owns brands including Pilsner Urquell and Peroni, has been contacting agencies directly about the brief.

The appointed shop will be offered a one-year contract to help roll out the premium beer.

In 2014, SABMiller’s marketing director, Nick Fell, was reported as saying that the brewer was keen to change beer’s image from "just a drink for guys watching sport" to something that paired well with certain foods or appealed to more women.

SABMiller works with a number of agencies in the UK, including 101 on global work and M&C Saatchi on Peroni.

MEC won SABMiller’s £80 million European media planning and buying account in 2011 after a pitch against MediaCom and Initiative.

SABMiller was part of the coalition of brewers that came together in 2013 for a marketing drive to rescue falling beer sales across Europe. SapientNitro looks after the account for the UK initiative, Britain’s Beer Alliance.

SABMiller did not respond in time to comment.

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