Asahi Beverages reviews Aussie creative roster, Clemenger BBDO and Droga5 on notice
Asahi is shaking up its local agency roster
Asahi Beverages is reviewing its creative agency roster in Australia, putting long-standing partners including Clemenger BBDO and Droga5 ANZ on notice.
Mumbrella understands Asahi Beverages is looking to consolidate parts of its agency roster, having issued a tender to a number of prospective creative partners at the end of last year.
The pitch means Clemenger BBDO is now defending one of the most defining relationships in Australian advertising history, Carlton & United Breweries (CUB was bought by Japan-headquartered Asahi in 2020).
Prior to the Asahi takeover, Clemenger BBDO had overseen some of Australia’s biggest beer campaigns, managing iconic brands such as Victoria Bitter, Carlton Draught, and Great Northern.
Iconic among these are its long-running Made from Beer series, notably its “Slow Mo” ad and “Beer Chase”, viral parody of a Hollywood car chase made for Carlton Draught in 2012
Following the CUB acquisition, the consolidated roster included Droga5 ANZ (formerly The Monkeys) which has worked with Asahi for the past eight years, leading creative on the company’s beer brands, including Asahi Super Dry, Cricketers Arms, and Mountain Goat.
Droga5 ANZ, part of Accenture Song, has increasingly taken on work for former CUB brands, including the recent relaunch of Pure Blonde with “A Place Purer Than Yours” — a platform originally launched over a decade ago by Clemenger BBDO Melbourne.
Last year, Asahi once again drew on Droga5 ANZ for its cheeky pom-baiting campaign for VB during the Ashes.
Clemenger, however, has continued to produce work for Carlton Draught, releasing “Embrace the Mid” to promote the brand’s mid-strength beer at the end of 2024.
Asahi has also worked with agencies such as Communicado, 72andSunny and SickDogWolfMan on previous local campaigns.
The review comes as Asahi also puts its media account up for pitch. Long-standing incumbent PHD Melbourne has opted not to repitch, with PHD owner Omnicom understood to be putting forward one of its recently acquired IPG Mediabrands agencies instead.
Asahi Beverages was contacted for comment.
Related Content
