Drink Wise appoints The Monkeys as creative agency of record

Drink Wise has appointed The Monkeys as its creative agency of record.

The appointment follows the ‘You won’t miss a moment if you DrinkWise’ campaign that The Monkeys created earlier this year on a project basis. The campaign launched at the start of the 2019 NRL season, with past and present rugby league stars Wally Lewis, James Tedesco and Tepai Moeroa appearing in the home of an NRL fan, who missed out on watching an exciting game because he had too much to drink.

Drink Wise is a not-for-profit organisation aiming to create a safer and healthier drinking culture in Australia. It was established in 2005 by the alcohol industry, and is funded by the likes of Diageo, Campari, CUB, Coles Liquor, Lion an d Coca-Cola Amatil.

The Monkeys’ CEO, Paul McMillan, said in a statement: “Drink Wise has been spear-heading positive behavioural change in this country for nearly 15 years, and in that time they’ve created some groundbreaking work that has made a genuine impact.

“We are excited to be able to help them with this important challenge, and collaborate with an organisation that is brave enough to push for provocative work.”

Drink Wise CEO, Simon Strahan, said this marked the official beginning of the two entities’ relationship.

“We have already made some great work with The Monkeys, but this marks the ‘official’ beginning of our relationship with The Monkeys as our lead creative agency,” Strahan said.

“The Monkeys agency is at the forefront of innovative creative and strategic business solutions and has a proven track record of producing effective work that creates behavioural change.

“Our mission is ambitious, and we are excited to have both the creative talent of The Monkeys and the digital force of broader Accenture Interactive now behind us.”

In November, co-founder and group CEO of The Monkeys, took on the additional role of lead for Accenture Interactive Australia and New Zealand, and co-founders Justin Drape and Scott Nowell also stepped into additional roles as co-chief creative officers for Accenture Interactive Australia and New Zealand, whilst also fulfilling their roles as The Monkeys’ group CCOs.


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