JWT wins Vintage Cellars’ creative account

Coles Liquor has split its creative account in half handing its Vintage Cellars’ creative account to WPP’s JWT.

The account went to pitch at the start of the year when its contract with incumbent agency AJF Partnership came to an end.

Vintage Cellars has appointed JWT to its creative account

AJF Partnership was appointed to handle the creative and strategic duties three years ago.

The win comes four months after JWT lost Vegemite, an account it had held for 74 years, to Melbourne-based creative agency Thinkerbell.

Just one month later the agency also parted ways with RACV with the brand moving its creative account to CHE Proximity.

In November last year AJF Partnership announced it was going to be acquired by a digital business Trimantium GrowthOps.

AJF Partnership’s clients include Holden, Officeworks, Dare, Dairy Farmers and Pura.

JWT’s clients include Beyond Blue, Jetstar, La Trobe University and Treasury Wine Estates.

JWT declined to comment while Coles Liquor had not responded to Mumbrella at the time of publishing.

UPDATE 4.55pm: 

A spokesperson from Coles confirmed to Mumbrella JWT and Spinach had been appointed to handle its Vintage Cellars, First Choice Liquor Liquorland brand.

The statement read: “Coles Liquor is pleased to confirm the appointment of Spinach and JWT as its new creative agency partners after a very competitive tender process.

 “Spinach will take responsibility for the Liquorland brand, while JWT will run the creative for First Choice Liquor and Vintage Cellars.

“We are excited to join forces with Spinach and JWT who demonstrated the creativity we believe will further bring our brands to life and deliver positive results for Coles,” says Coles Director of Liquor Cathi Scarce.”

Craig Flanders, CEO at Spinach, added: “You’d expect nothing less than a very thorough competitive pitch process from a company like Coles, so we are doubly delighted to be appointed to the Liquorland business which is the cornerstone of the Coles Liquor Group.

“There is lots to do, and we are looking forward to helping them build on the great business model they’ve created thus far. It’s a great win for our tight-knit team and we can feel the energy in the group every time we meet.”


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