Japanese beer brand Asahi has appointed CumminsRoss as its creative agency following changes to its contract with Foster's.
The independent Melbourne shop won the account following a pitch and will work across strategy, creative and media services.
Asahi was previously part of Foster's Group's Carlton United Brewers stronghold but following the company's takeover by SABMiller, Asahi split with Foster's. Clemenger BBDO Melbourne previously handled the Asahi creative account as part of its relationship with CUB.
Asahi Premium Beverages brand activations manager Matt Arnott said: “We were looking for a great creative idea that could talk to a sophisticated beer drinker. And we saw an approach from CumminsRoss that really impressed us.
“The brand is paramount. CumminsRoss showed strength of conviction to avoid the cliches of the industry and care about the brand first and foremost. They won with an idea, but also a methodology about the category that will put the brand in good stead for many years to come.”
CumminsRoss chief executive Sean Cummins said: “We are delighted to be working with such a prestigious beer brand. One of the best in the world and a wonderful product to match.
“But we were concerned. For the last decade or so, we have seen the beer category become quite generic. And our first priority was to assure Asahi that beer marketing doesn't have to be that way. I think advertising has a lot to answer for in the way the category has been portrayed.
“The team at Asahi Premium Beverages are top notch marketers who have a passion to see the beer category return to a level of maturity and value. We are proud to have been chosen by them.”
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