Deal is aimed at unifying the look and feel of the group's brands worldwide and drive consumer marketing efforts
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
If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.
Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.
As a Marketer, the ‘Scotty from Marketing’ meme troubles me.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
It's a pretty interesting article to read. I will learn more about this company later.
Dan Bullock
40 staff and 1000 contracts affected as foodora closes its Australian operations
If you think it can benefit both consumer and seller then it would be great
Simon Bird
Why Ford is counting on the Internet of Things to drive customer engagement
It's a good idea. Customers really should control their data. Now I understand why it's important.
Elvin Huntsberry
Salesforce CMO: Modern marketers have an obligation to give customers control of their data
Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...
Nickwood
Instagram loses the like in Australia; industry reacts positively
I tried www.analisa.io to see my Instagram Insight
Dina Rahmawati
7 marketing technology predictions for 2016