Carlton United Breweries widens brief for Liquid Ideas

Carlton & United Breweries has appointed PR agency Liquid Ideas to two of the brewer’s biggest brands.

Liquid Ideas will be the retained agency across both Victoria Bitter and Carlton Draught.

The PR agency, which specialises in lifestyle brands, already had a number of the CUB’s products on the roster including Crown, Matilda Bay and their cider brands.The business was won from incumbent Pulse.

Samantha Allen, who joined Liquid Ideas from Pulse in May, told Mumbrella: “It wasn’t a multi-agency pitch. It was due to other campaigns we’ve been working with CUB. It was based upon the depth of relationships and previous successes. We put together a response and were awarded the the business.”

The appointment comes after the brewery adopted a similar strategy for its creative roster earlier this year, consolidating all its beer brands to Clemenger BBDO Melbourne in February.

Liquid Ideas played a comms role on last week’s VB announcement that the brand was returning to 4.9% alcohol and bringing back the tagline ‘For a hard earned thirst’. It was also involved in helping build word of mouth around Carlton’s beer chase ad, which went viral earlier this month.

Liquid Ideas’ CUB win is accompanied by other new business wins including Citibank, tomato brand Kumatoes and the Delight Potato, ice cream company Connoisseur and the Association of Superannuation Funds of Australia.

The agency will also be working with the NSW Wine Industry Association on the Citibank NSW Wine Awards and the Dan Murphy’s National Wine Show in Canberra.

The agency has also added new staff. Former The Conscience Organisation digital strategist Lindi Levinsohn has moved to the role of social media strategist with Kiwi Steve Oxton appointed as graphic designer, a new account manager in Sarah Stafford, as former Maverick employee Jim McGorty moves to creative and experiential PR planner.

Current staffers Louise Tran, Prue Semler and Jemma Lee have all been promoted to senior account managers.

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