AnalogFolk toasts first win since management buyout
Lark Distilling Co has appointed AnalogFolk Australia as its creative and digital agency of record following a competitive pitch process.
The luxury Tasmanian whisky brand is the first new addition to the agency’s roster since it became locally owned in a management buyout earlier this month.
The acquisition saw the agency bosses buyout AnalogFolk Australia from UK parent company AnalogFolk Group Marketing and Technology, after 11 years in market.
AnalogFolk’s new remit for Lark will include developing the brand strategy and a new creative platform, as well as advertising campaigns, content and digital experiences. The agency will launch the brand’s upcoming winter limited release Dark Lark, dropping June.
Mumbrella understands AnalogFolk will be Lark’s first creative agency appointment, though the brand has previously worked with other agencies for PR and performance marketing.
Matt Robinson, CEO of AnalogFolk Australia, said: “We’re delighted to join forces with Lark, a brand that embraces a pioneering spirit and a history of innovation and progressiveness. As the trailblazers of Australian Whisky and recent gold awardees at the Australian Whisky Awards, we’re incredibly excited to collaborate with them in elevating their brand and taking their unique Tasmanian story and amazing product to the world.”
Jason Whalley, head of marketing at LARK Distilling Co. , echoed this sentiment: “AnalogFolk Australia’s track record in working with luxury spirits and their digital prowess made them the ideal choice for our creative agency of record. We are confident that this partnership will not only strengthen our brand strategy but also bring to life our vision for LARK as Australia’s leading luxury whisky brand. We are excited by the work we are doing together, to create strong foundations for the brands growth into international markets.”
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