Taylors Wines appoints Mr Wolf as creative agency in move to elevate brand

Carr and Singleton

Carr and Singleton

Australian winery Taylors Wines has appointed Mr. Wolf as its lead creative agency following a competitive pitch.

The agency, formed in May by former JWT general manager Richard Carr and ex-Arnold Furnace managing director Tony Singleton, was praised for its “fresh creative thinking” by Taylors chief marketing officer Cameron Crowley.

Carr and Singleton established Mr. Wolf with the aim of helping underdog brands take on larger competitors.

“After seeing some great presentations, the team at Mr. Wolf just stood out. They really got our brand and delivered exciting and fresh creative thinking,” Crowley said.

“Their ideas went well beyond the brief and it was great to see an agency thinking about our whole business and not just our communications.”

It is not known who else pitched for the account but the shortlist contained “large and small agencies”, Crowley said.

The decision of Clare Valley-based Taylors Wines to hire an external creative agency comes as it begins to expand its range of premium and ultra-premium wines, with the appointment of Mr. Wolf regarded as a pivotal step in developing the brand.

taylors-featured-573x430Senior brand manager Miles Omodei said: “We were looking for a creative partner that could analyse the challenges our brand faces and present interesting creative solutions to these. Mr. Wolf presented some really thought-provoking work.”

Carr described Taylors Wines as a “progressive and ambitious business”.

“We’re honoured to have the opportunity to partner with such an iconic Australian brand,” he said.

Singleton added: “Finding out we were up against some agencies that we really respect was a little unsettling at first, but it just makes the win more meaningful.”

Mr. Wolf said Taylors Wines is the fifth account it has won since launching.

Steve Jones


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