AnalogFolk wins Jacob’s Creek global creative and Pernod Ricard digital

Pernod Ricard Winemakers has appointed AnalogFolk as its new creative agency of record for Jacob’s Creek and its global digital agency of record for Pernod Ricard Winemakers, Mumbrella can reveal.

Pernod Ricard Winemakers

The win by the global independent agency has come following a pitch which included more than eight agencies, ending Havas Worldwide’s relationship with Jacob’s Creek and leaving and Cummins & Partners to work solely on the brand’s tennis content.

Earlier last year, Cummins & Partners launched a branded content series featuring tennis player Novak Djokovic.

The agency had worked with Pernod Ricard on Jacob’s Creek since January 2012.

Havas Worldwide’s work for the brand includes the ‘Made By’ campaign, which celebrates the people and places that go into each bottle of wine.

Derek Oliver, global marketing director at Jacob’s Creek, said they were pleased to appoint AnalogFolk as a “global brand-building partner.”

“Matt (Robinson) leads a strong team, and as much as we value their creative, strategic and digital capabilities, we also believe in the importance of a strong cultural fit with the Pernod Ricard business and our marketing team,” Oliver said.

AnalogFolk will focus on creative and strategic work for Jacob’s Creek as well as digital for the Pernod Ricard winemakers global brand.

Matt Robinson, founder and managing director of AnalogFolk Australia, said the agency is “thrilled” to win Jacob’s Creek after working with the brand on other projects over the years.

Matt Robinson

Robinson: “We are both driven by innovation and our job is now to…drive even further success”

“We are both driven by innovation and our job is now to work together, end-to-end, from brand strategy through to customer experience and digital execution, to drive even further success,” Robinson said.

“It’s a big moment for AnalogFolk and we’re extremely excited to work even more closely with such a progressive business.”

Kate Whitney, global digital director at Pernod Ricard Winemakers, said the agency had “strong credentials” that could help reach goals in “data-driven” and “consumer-first approach” marketing strategies.

“The agency will complement the growing in-house digital team already at Pernod Ricard Winemakers that service all global wine brands,” Whitney added.

AnalogFolk clients include Tourism Australia, HCF, Crownbet, Absolut, Barangaroo and the NSW Government.


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