M&C Saatchi Melbourne has been appointed by Liquor Marketing Group (LMG) for full creative and strategic duties on its Bottlemart and Down Under Cellars brands across Australia, an account previously held by KWP! Adelaide.
Together, the Bottlemart and Down Under Cellars chains comprise over 1,000 branded independently-owned outlets.
LMG marketing director Sean Hogan said: “M&C Saatchi Melbourne demonstrated a strategic insight and creative weight that far exceeded our expectations.
“Their commitment to our partnership has resulted in a significant change in strategic direction to our marketing communications. We are excited about the potential this has for our business.”
M&C Saatchi Melbourne ECD Paul Taylor said: “This new direction for LMG will change the way the category is marketed and that is an exciting opportunity for us and them.”
M&C Saatchi has grown its presence in Melbourne following its merger with ST&P in September - a move that brought a number of clients and staff into the M&C Saatchi fold, including Taylor and M&C Saatchi Melbourne CEO Bob Talbot.
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