Asahi Beverages has appointed Mindshare as its new media partner following a competitive pitch. Omnicom Media’s PHD previously worked on the Asahi account, but chose not to pitch for the account.
The partnership, which comes into effect in July, will see Mindshare take responsibility for national media strategy, planning and buying across Asahi’s iconic brands including Carlton, Victoria Bitter, Great Northern, Hard Rated and Schweppes.
“We were extremely impressed by Mindshare’s vision for the partnership and can’t wait to see it come to life,” Asahi Beverages GM of consumer Experience Jarrod Holt said.
“Mindshare have built a reputation in Australia for investing in client relationships to achieve significant results and we congratulate them on their appointment. I’d also like to express my gratitude for the time, energy and creativity all agencies brought to the competitive process.”
Mindshare ANZ CEO Maria Grivas who recently took out top spot in B&T’s Best of the Best holdco media agency leaders, said:“We’re incredibly proud to be partnering with Asahi Beverages, at such an exciting point in their growth journey, and for the opportunity to demonstrate the role media can play as a genuine driver of long-term value and impact.
“We have built a proposition and focus that will deliver more connected and effective media outcomes, as we take on this new partnership and shared phase of growth and momentum.
“We’re looking forward to working closely with Jarrod and the broader team to bring this vision to life.”
Asahi is also pitching its creative duties and currently works with Droga5 and Clemenger BBDO.
