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

Latest Videos

More Videos

Invest and earn with Coinbloc .us. Guaranteed Weekly ROI, early signals, fast withdrawals among others. I recommend Coinbloc .us as on...

Hans Jensen

Explainer: What marketers need to know about cryptocurrency

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Gartner: Digital isn't enough of a superpower for CMOs anymore

Read more

I normally don’t feel comfortable investing online but because the company I worked for downsized due to the pandemic and I was one of th...

Dave Sigurd

CMO's top 8 martech stories for the week - 9 June 2022

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Creating a marketplace for wellness

Read more

A solution for an retail industry data extraction. https://e-scraper.com/usefu...

"e-Scraper" Data Extracting

​Catchoftheday launches fee-based online shopping club

Read more

Blog Posts

3 things marketing leaders need to do to effectively lead hybrid teams

Many marketing leaders are scrambling to give their people more flexible work. And they need to: PWC’s Future of Work report showed 90 per cent of staff want some form of hybrid or remote workplace.

Scott Stein

Leadership consultant

2 hidden ingredients for leadership success CMOs need to know

Your success as a senior marketing professional has much in common with your success as a leader. Both marketing, and leadership activities, depend on building trust, encouraging action, and reliably fulfilling promises that have been made.

Gerard Penna

Leadership advisor, coach

How shifting economic trends are impacting digital media

Between further interest rate rises, inflation​, empty shelves, extortionate lettuce prices, supply chain issues and the barely believable events in Eastern Europe, the past six months there’s been a cacophony of environmental factors.

Kieran Reed

Senior digital manager, Alpha Digital

Sign in