Culture/Insight leaning strategist for gaming (offline) brief at Asahi

We need a strategist, ideally in Poland but potentially CZ or Romania, looking at the relevance of gaming (both traditional games like cards and monopoly to online gaming) in some Eastern European markets.

Brand: Kozel Client Team: Kozel Global Marketing Team + In-House Agency Project Timing: Delivery before end-of-year workshop Output: Strategy deck (creative approach + direction)

Background The Kozel global marketing team is introducing three new brand passion points that will guide future campaign platforms and content priorities. As part of this rollout, the brand will host a global workshop with local markets to introduce these passion points and collaboratively develop activation ideas.

For the workshop, we will deep-dive into one passion point: Gaming & Board Games, with the sub-theme “Nostalgia in Gaming.”

The goal of the workshop is to collectively ideate & generate a short list of globally scalable activation ideas that are:

• Relevant to the passion point
• Ownable by Kozel
• Creatively distinctive
• Feasible within a reasonable budget
• Able to be activated by local markets

Role of the Strategist We are seeking a freelance marketing strategist to help shape the creative approach to the Gaming & Board Games passion point prior to the workshop. This strategic thinking will be used to inspire participating markets and direct creative ideation.

The strategist will:

1. Define what Gaming & Board Games — specifically “Nostalgia in Gaming” — means in the world of Kozel
   • Identify thematic territories that align with Kozel’s brand identity and tone
   • Clarify how nostalgia can be expressed authentically by Kozel (and what to avoid)
2. Establish creative DOs & DON’Ts
   • Provide guidance on types of games, narratives, formats or associations that fit Kozel
   • Identify areas that feel off-brand, generic, risky, or irrelevant (e.g., shooting games = likely off-brand; real-life Monopoly or Dungeons & Dragons = potentially strong fit)
3. Articulate how this passion point can come to life creatively
   • Ideas for experiences / events
   • Partnerships
   • Social / digital content
   • OOH touchpoints
   • Consumer engagement or participatory formats (This is NOT about campaign concepts — just thought-starter directions)
4. Inspire the workshop audience
   • Help frame where the best creative opportunities exist
   • Offer springboards that can steer ideation toward strong, brand-ownable activation concepts

Deliverables A concise strategy deck (approx. 10 slides) that includes:

• What “Nostalgia in Gaming” means culturally today
• Where Kozel can play within that landscape
• Clear creative DOs and DON’Ts
• Opportunity territories (creative directions)
• Thought-starter examples across OOH + social/digital + experiential
• If useful: reference case studies / inspiration from other brands (any category)