Communication Strategy: Italy
The Peroni and Nastro Azzurro brands were coming under pressure in the Italian marketplace from international competitor brands, and were in need of repositioning to become more relevant to today’s Italy. However, a busy marketing department had limited time to focus on strategic issues, being almost fully occupied with day-to-day issues.
Brand Led Growth led a process of research and analysis, following on to develop the new brand positioning for both brands, which we then turned into a communications strategy and creative brief. We then managed the creative development process with the relevant, agencies resulting in ground-breaking new creative work for each brand.
“Their strategic thinking was top class, and their ability to smoothly manage a complex process with lots of internal stakeholders and external agencies was particularly impressive. We always felt that Donogh and Karen were genuinely part of the Birra Peroni family when they worked with us, helping us to get the best out of the marketing department, ie not simply producing a solution on their own, but using the talents within the team to jointly create the outputs.”
Daniel Grass - Marketing Director – Birra Peroni s.r.l.
