Treasury Wines appoints first global marketing services partner

Deal is aimed at unifying the look and feel of the group's brands worldwide and drive consumer marketing efforts

TWE's CMO Simon Marton (left) and JWT's Toby Hoare
TWE's CMO Simon Marton (left) and JWT's Toby Hoare

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

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

5 cornerstones of a strong digital culture

Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.

Anthony Stevens

Founder and CEO, Digital Asset Ventures

Should you rebuild your company’s tech stack in blockchain?

The question I get asked most regularly these days is: ‘Do I need to rebuild my company’s systems on Blockchain?’ And the answer, every time, is ‘No, you’re asking the wrong question’.

Michelle O'Keeffe

CEO, Engaging.io

Customer value proposition: Getting the brand promise to your customers right

Throughout my career, I have witnessed a litany of brand names that profess to have a unique customer value proposition (CVP). In reality, however, they’ve had little more than a ‘value proposition’: A simple list of benefits applied to a general audience.

Ric Navarro

Global director of marketing and communications, Norman, Disney & Young

We supply petroleum product such as JP54, D2, D6, JET A1, Serious buyer should contact now for SCO in order to work with seller workable ...

Vico Peißker

ACCC releases Consumer Data Right draft framework for comment

Read more

What is your opinion about chatbots serving your customers? My belief is bots are going to be the future of customer service and fulfilme...

Giridhar Prathap Reddy

NAB taps power of AI chatbots for business customer service

Read more

Thanks for writing about chatbots. Definitely bots have the exciting future when it comes to customer engagement, transactional and conve...

Giridhar Prathap Reddy

Deloitte TMT Predictions: AR and mobile crucial for marketing success in 2018

Read more

Hi there! Thanks for this interesting article! I love to read about new technology and software that makes our lives easier. I'm looking ...

Julia Summer

Wartsila overhauls Web platforms to create ‘seamless’ brand experience across all devices

Read more

RE: Sales and marketing SLAs, often the choke point isn't the teams but them getting the data into the tools they want to use with the da...

Ed Fry

Why sales and marketing alignment is more important than ever

Read more

Latest Podcast

More podcasts

Sign in