Starcom wins $10m Treasury Wine Estates account

TreasuryMedia agency Starcom Melbourne has won the media account for the $10m Treasury Wine Estates, Mumbrella can reveal.

The Melbourne based company, which owns brands such as Penfolds, Fifth Leg, Lindeman’s and Wolf Blass, pitched its media business back in August.

The account was previously held by MediaCom melbourne with the shortlist also thought to have included Initiative and PHD. 

A spokesman for Treasury Wine Estates declined to comment but sources close to the pitch have confirmed the appointment.

Starcom recently hired Naomi Johnston, who was head of client communication planning at Mediacom and the lead on the Treasury Wine Estates business as client services director of its Melbourne office.

Earlier this year Mediacom Melbourne lost RACV and chose not to repitch for Pacific Brands.  In July its Melbourne managing director Peter Barrie departed the company, since emerging as the new head for Sensis’ startup digital agency Found.

All agencies contacted declined to comment.

Treasury Estates Wines was previously part of the Fosters Group until a demerger in 2011. Following the appointment of new CEO Michael Clarke at the start of the year the company announced an expansion into the global travel retail market, as it seeks to develop new revenue sources and ensure its place in the luxury brands market.

Nic Christensen 

Update: Initiative is understood have spoken to the client and was sent the RFI but did not complete it and withdrew from the process due to workload already within the agency.


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