The Idea Shed wins liquor group account
The Liquor Marketing Group (LMG) has appointed independent creative agency, The Idea Shed, following competitive pitch.
LMG is Australia’s largest membership-owned retail liquor group, representing more than 1,400 independent liquor stores under the Bottlemart, SipnSave and Harry Brown brands.
The Idea Shed will be responsible for repositioning LMG’s brands and launching an integrated brand campaign along with an ongoing full service creative remit for their largest brands Bottlemart and SipnSave.
Ben Slocombe, LMG head of marketing, said: “Right from the outset, we were impressed with The Idea Shed as a cultural fit with their undeniable strong experience combining building brands and retail. For us, the collaborative style they use to find innovative and creative ways to drive our members’ businesses will be a game-changer. We currently have good sales momentum in the market, so the next phase to our growth story will be increasing our brand investment to build even stronger brands.”
The Idea Shed partner, Richie Strettell, added: “Landing LMG has been on our hit list of revered new business clients for years, so you can imagine how elated we are to be appointed their agency of record. We’re excited to collaborate with an incredibly ambitious and hungry team at LMG, and together take their brands to the next level.”
The win further consolidates a year of growth for The Idea Shed, the biggest in the agency’s 10 years.
Established in 1977, LMG’s core focus is to support members to achieve retail success by enhancing stores, execute targeted marketing and promotional programs, and continually invest in technology, data and insights to help them uncover growth opportunities.
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Olivia Kruimel is the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.
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