Havas has been appointed global creative agency for Peroni Nastro Azzurro, following a competitive pitch by Asahi Europe & International.

The pitch, supported by AAR, began in April, with final presentations held in June. Participating agencies included incumbent McCann, adam&eve\TBWA, Havas and Leo.

The transition to Havas will begin immediately, while McCann will continue to support the brand on a final UK project scheduled to go live in 2027.

Małgorzata Lubelska, Global Brands CMO, Asahi Europe & International, said the appointment followed a review of the company’s global brand direction and future growth ambitions.

“Following a thorough review of our global brand direction and future growth ambitions, we have appointed Havas as our new global creative partner,” she said.

According to Lubelska, the appointment will support Peroni Nastro Azzurro’s next phase of growth while allowing Asahi Europe & International to bring its global brands, including Asahi Super Dry, under a single strategic partner.

She also thanked McCann for its contribution to the brand and for delivering the “ONLY” platform across multiple markets.

For McCann, the appointment brings an end to its two-year tenure on the Peroni Nastro Azzurro account.

Mel Arrow, CEO, McCann, said the agency’s work included achieving the brand’s first Cannes shortlisted work, producing outdoor advertising and contributing to a turnaround in growth for key markets.

“We wish the Peroni Nastro Azzurro team, and Havas, all the best in their next chapter,” Arrow said.

Mark Whelan, UK Chairman and CCO, Havas, said the agency was looking forward to building on the work delivered by the Peroni Nastro Azzurro and McCann teams.

The appointment gives Havas responsibility for the global creative direction of one of Asahi Europe & International’s key international brands as the company continues to align its global brand portfolio under a single strategic partner.