I could not be more proud of my time leading Peroni Nastro Azzurro around the world. It was about 5 years ago that we started a new chapter in the brands global growth, it's this that's led to some of the most consistent and effective marketing ever seen. So how did it happen, as with most great achievements, it's not that difficult but does require a little magic ! 1. Deeply understand the business challenge/opportunity and the change required to succeed in the future. 2. Listen to your target audience and really understand what your brand can do to better meet their needs (vs other brands). 3. Build a clear brand purpose / position that clearly demonstrates how your brand will uniquely deliver against these needs, with emotions. 4. Unearth a core creative idea that is BIG, that can be executed across geographies, languages, channels - EVERYWHERE. 5. Execute this idea with impact, consistently, in ways that are locally & culturally relevant - encourage people to adopt & adapt. 6. Test, learn, iterate quickly, use research as an enabler not a disabler. 7. Continue to apply "Fresh Consistency" to the idea, create new narratives, platforms, execution (all tied to the purpose and core creative idea) that stimulate emotion. AND MOST IMPORTANTLY 8-10. Join forces with people who really, really care, who are aligned and want to create amazing work. Here's the magic ! Whether it's global teams, local teams, agency teams - find the people who care and want to make a difference. Do not accept mediocracy, push and push again... So whether it's summer, winter, Formula One or the Australian Open Tennis Peroni Nastro Azzurro is elevating the moment with True Italian Style, encouraging us to live every moment the Peroni Nastro Azzurro way !! Epic work from an epic team, Grazie Mille ! Elspeth, Paul, Simon, Fraser, Camilla, Nick, Mike, Dominika, Gareth, Sam, Jon and everyone who’s been part of the journey over the years… thank you 🙏
Unbound Founding Partner + CCO. Zig co-founder and co-CCO. Writer. Campaign 'AD of the Century'. Cannes Lion, D&AD, One Show, LIA, BIMA winner+Judge. Entrepreneur. Space Designer. Speaker. Mentor. Cold Water swimmer.
Research. Feared by creatives. Revered by clients. But it can let us know what works best with consumers. Chuffed to find out our Peroni Nastro Azzurro’s ‘Snow Man' is a winner in Kantar’s global Creative Effectiveness Awards 2024 - placing our ad in the top 1% of 1,000’s of global ads tested by Kantar over the last year. Okay, sometimes research works in everyone's favour. Thank you Kantar. Looks like Asahi def will be selling more Peroni Nastro Azzurro - all year long. Next stop, Cannes. Thanks to Kantar, Caroline Bright, Asahi UK, Camilla Scognamiglio, Richard Ingram, Nick Larkworthy, Elspeth Lynn, Paul Hogarth, Arman Naji, Tom Green, Stink, Liam Bream, Luke Johnson, Sam Robertson, Florence Gibney, Caroline Conner, Trouble Maker, Vapor Music, Theo Theodore Ted J Rosnick. #Awards #advertising #campaign #adcampaigns #ad #adagency #Peroni #Creative #Marketing #Winner
Capturing brand essence through consistent narratives elevates experiences. Aligning passionate teams amplifies impact across channels. True Italian style indeed
Peroni taps into profound cultural truths of Italy - brilliantly
Great words for a Monday Richard- hope all is well !
Love 8-10 … couldn’t agree more!
thank you for this amazing chapter together, and all the trust and belief Richard !
Great work and great taste Richard Ingram.
Partner and Director at nude
3moOne of the greatest brands we've had the privilege of working on. Nude were, and remain immensely proud of the re-branding of Peroni Nastro Azzurro, the new bottle and graphics and the now ownable iconic Peroni glass. The sign of great design is to see it central to all comms and to help elevate the brand in the eyes and minds of customers. The re stage is now 6 years old, and a testament to the mantra of ‘do it well, do it once’.