CumminsRoss has scooped the account of Japanese beer Asahi after a competitive pitch. Clemenger BBDO had worked on the Asahi brand when it was affiliated to client Carlton & United Breweries, an arrangement which ended a few months ago.
The Melbourne based full service agency will take on the beer brand’s media planning and buying as well as creative and strategy duties.
CumminsRoss boss, 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”.
Matt Arnott, Asahi premium beverages brand activation manager, added: “The brand is paramount. CumminsRoss showed strength of conviction to avoid the clichés of the industry and care about the brand first and foremost. It is great to work with partners who have the brand’s best interests at heart.”