The Bank nets global Peroni beer business

SABMiller-owned Italian beer brand Peroni has parted company with Burkitt DDB after five years. The decision follows the appointment of Peroni international brand director Chris Taylor, previously European marketing director for the brewing company.

The company has moved its ad business to London-based agency The Bank, which will handle the brand’s multi-million pound global advertising following a two-way pitch. This is the agency’s first big win since the appointment of former O2 marketing supremo Will Harris as chief executive.

Harris, who stepped down as Conservative Party marketing director in July after nine months in the job, joined the agency last month.

Burkitt DDB did not repitch for the business. The advertising account is worth £1.2m in the UK, and there are plans to increase Peroni’s marketing spend in an attempt to enhance its presence in the growing premium imported beers market.

The Bank’s brief, to include television, cinema and press advertising, will be to establish Peroni as a mainstream beer brand. It will also handle advertising for Nastro Azzurro beer, brewed specially for the British market.

SABMiller bought a majority stake in Peroni last year. It claims the beer has shown healthy growth since it was introduced to the UK in the early Nineties in Pizza Express restaurants.

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