Wine label Innocent Bystander appoints McCann Melbourne as lead creative agency

Brown Family Wine Group has named McCann Melbourne as lead creative agency for its Innocent Bystander wine label.

Innocent Bystander’s creative account was last held by Hardhat, following an appointment in 2018.

Innocent Bystander has appointed McCann Melbourne for its ‘fresh’ perspective

McCann Melbourne, managing partner strategy, Simon McCrudden said: “We’re big fans of the Innocent Bystander brand – and product – so it’s great to start working with the team.

“Innocent Bystander has such a distinctive attitude in a cluttered world of wines that often look, feel and deliver on the same ubiquitous experience. We had an immediate rapport with the Innocent Bystander team, so we know it will be a lot of fun working together.”

Chief marketing officer for Brown Family Wine Group, Ellie Vince, added: “We were impressed with McCann’s fresh approach to help us address the next stage of growth for Innocent Bystander. Innocent Bystander is such a unique wine brand, and we have big plans to continue its growth trajectory.”

Earlier this year, McCann’s former CEO Ben Lilley returned to the business as its new owner and creative chairman, after acquiring it from its global network and enabling it to operate independently.

Lilley said this gave the agency an advantage for the account.

“McCann and the Brown Family Wine Group are each unique businesses. We’re both independently owned and agile, but with global scale, reach and resources. It’s an exciting business partnership,” Lilley said.

The Brown Family Wine Group also includes Brown Brothers, Devils Corner, Pirie and Tamar Ridge. AJF GrowthOps is responsible for Brown Brothers’ creative work.


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