Coopers names The Royals as masterbrand strategy and creative agency

Coopers Brewery has appointed independent agency The Royals as its masterbrand strategy and creative agency, following a national pitch process.

The Coopers creative account was previously held by South Australian agency, KWP. The relationship has stood for 27 years. KWP will continue working on the media account and select creative projects.

KWP CEO, David O’Loughlin, told Mumbrella: “Coopers has moved progressively to an agency roster over the last 18 months. Entering our 27th year working with Coopers, we are delighted to continue working across all of their media, tech and digital. We also continue to work on selected product brands such as Coopers Dry.”

Coopers, also based in South Australia, will be serviced by The Royals’ national team, with deputy ECD, Sebastian Vizor, taking the lead on the creative.

The Royals will work across the Coopers range

The Royals remit will cover Coopers brands Coopers Original Pale Ale, Coopers Sparkling Ale, Coopers Mild Ale and Coopers XPA. The first campaign from the agency will be released in the coming months.

Cam Pearce, director of marketing and innovation at Coopers, said The Royals’ work will aim to attract new drinkers to the brand.

“After a comprehensive process evaluating outstanding pitches from a number of agencies around Australia, we are delighted to appoint The Royals to help us drive Coopers forward as we welcome and engage new drinkers into our family brand and continue to delight our existing fans,” he said.

The Royals managing partner, Dan Beaumont, said: “We are inheriting an iconic Australian brand with an enormous amount of good will in the market. We are honoured to be entrusted with creatively steering this next phase of growth and we’ll be bringing the full strength of our strategic and creative expertise to Coopers to help them hit the right mark for drinkers, particularly in this environment.”

Last year, The Royals shook up its creative team, hiring Stu Turner as executive creative director in Melbourne and Vizor as deputy ECD in Sydney.

In January, head of strategy, Michaela Futcher, departed the agency for TBWA Media Arts Lab in Singapore and Tom Donald was hired in her place.

The Royals’ clients include Australian Super, Mercedes-Benz Commercial, Athena Home Loans, Coates Hire, James Hardie and Charles Darwin University.


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