Treasury ups global marketing push

Treasury Wine Estates has announced a new partnership with the J. Walter Thompson Company to help boost its global communications and marketing drive.

Treasury’s Simon Marton and J Walter Thompson’s Toby Hoare

The company will provide the Australian wine group with: “Marketing communications, creative strategy, trade marketing, shopper marketing, digital marketing, and consumer and lifestyle public relations services for every TWE brand in every geography around the world, with the exception of Penfolds advertising and related creative development.”

Treasury said the move was “consistent” with its communications plans announced last June and chief marketing officer, Simon Marton, said the partnership would be a key part of TWE’s increased consumer-focused marketing approach.

He said: “Our partnership with J. Walter Thompson as TWE’s global marketing services provider will help us build stronger brands in markets across the globe, ensuring that we gain greater impact from our increased marketing investment. In addition, J. Walter Thompson will integrate and support our in-house marketing team, who will now be able to leverage J. Walter Thompson’s international network and capability.

“Importantly, we will also have a consolidated and truly international approach to the marketing of our brands, and we will be able to go to market faster and operate in a more globally consistent way.

“These efficiencies will help us gain the maximum output from our step-up in consumer marketing of our brands and support the turnaround of our business as we strive for long-term sustainable growth.”

Toby Hoare, CEO of Europe and global client leader of J Walter Thompson, added: “We are delighted to be partnering with TWE to deliver global marketing services to its portfolio of iconic wine brands. This is a unique opportunity to work with the TWE team and take the marketing of some of the most loved wines in the world to the next level.”

J Walter Thompson will take on responsibilities for TWE over the next three months.