Cummins & Partners Sydney wins Pernod Ricard’s creative account

Pernod Ricard Winemakers Australia has appointed Cummins & Partners Sydney to its creative account.

Cummins & Partners Sydney will be responsible for three of Pernod Ricard Winemakers’ Australian brands, including Jacob’s Creek, St Hugo and I Am George.

The agency will also lead the creative strategy globally for the brands.

Pernod Ricard Winemakers Australia

The appointment comes nearly two years after AnalogFolk won Jacob’s Creek’s global creative account and became Pernod Ricard Winemakers’ digital agency of record. AnalogFolk won the account from incumbent agencies Havas Worldwide and Cummins & Partners.

Previously, creative agency Society Social and production house Brilliant Films have created campaigns for I Am George.

Meanwhile in July last year, Pernod Ricard switched its media account from Vizeum to Blue 449.

In June, Pernod Ricard Winemakers hired Darryn Hakof as its global marketing director to replace Anne Tresmal.

Kirsty Muddle, who was promoted to managing director at Cummins & Partners Sydney earlier in the week, said in a statement: “We have had a great relationship with Pernod Ricard over the years and we are honoured to take on this position and work on these brands globally.”

“We have developed a new model and changed the way we work. I’m personally excited about working with Cummins & Partners again. We have had great success with former campaigns, like the Agassi Open Up work created to support our Tennis Sponsorships around the world,” Celest Kenny, global marketing manager for Australian wine brands at Pernod Ricard, added.


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