Euro RSCG wins Jacob’s Creek global account
Euro RSCG will be celebrating the Easter break with a glass of Jacob’s Creek after consumers in America, the UK and Australia reacted best to the agency’s work as part of a competitive pitch for the wine brand.
Euro RSCG beat Clemenger and Saatchi & Saatchi to pick up the global creative business for Jacob’s Creek.
The move was revealed by Stephen Couche, managing director of Orlando Wines, which produces Jacob’s Creek. He told Mumbrella: “It was all about giving the three competing agencies a brand platform proposition and challenging them to bring it to life. We then did a lot of market research on the result in the UK, the US and Australia.”
He said that the aim for the wine – which is owned by Pernod Ricard – is to position it as an accessible Australian brand. He said: “We want to steer ourselves away from some of the things that people might not like about the world of wine. We are an Australian brand – that’s in our DNA and we are quite inclusive.”
He added: “There’s a generational thing, and it’s time for some brand refreshment.”
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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