In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
ASX-listed Treasury Wine Estates has appointed a new global marketing services provide as it seeks to unify its brand and marketing efforts worldwide.
The wine producer has appointed J Walter Thompson as its global marketing partner across all of its brands, with responsibility for marketing communications, creative strategy, trade marketing, shopper marketing, digital marketing and consumer and lifestyle public relations.
The exception will be Penfolds advertising and related creative development. Leagas Delaney secured the global creative account for Penfolds last March, the first global campaign arrangement for the brand.
In a statement, TWE’s CMO, Simon Marton, said the new partnership will play a key role in driving the group’s consumer marketing efforts and its long-term growth.
“Our partnership with J Walter Thompson as TWE’s global marketing services provider will help us build stronger brands in markets across the globe, ensuring that we gain greater impact form our increased marketing investment,” he said.
“In addition, JWT will integrate and support our in-house marketing team who will now be able to leverage J Walter Thompson’s international network and capability.
“Importantly, we will also have a consolidated and truly international approach to the marketing of our brands, and we will be able to go to market faster and operate in a more globally consistent way.”
TWE will spend the next three months transitioning most of its existing marketing service suppliers globally to JWT.
JWT CEO of Europe and global client leader, Toby Hoare, said the group was delighted to have responsibility across a portfolio of wine brands.
These include Fifth Leg, Seppelt, Annie’s Lane, Yellowglen, Wolf Blass, Rothbury Estates and Linedeman’s.
“This is a unique opportunity to work with the TWE team and take the marketing of some of the most loved wines in the world to the next level,” he said in the statement.
Pictured: TWE's CMO Simon Marton (left) and JWT's Toby Hoare