Ikon wins wine brand yellow tail

By AdNews | 25 November 2014

Ikon Communications has won wine brand yellow tail, with the brand impressed by an inside-out approach.

The deal comes off the back of Ikon's win of UK sporting online retailer Wiggle, and of its well-publicised retention of CommBank.

The wine brand said it was impressed by Ikon's focus on owned asssets rather than pitching a media buy-led strategy.

“We were particularly impressed with [its] inside-out approach, starting with building consumer experiences utilising out owned and earned assets first, before getting to paid,” Casella Family Brands marketing director Fiona Seath said.

“Since [its] appointment, Ikon has put forward an exciting digital strategy that we've just approved for 2015.”

It is believed Ikon won the brand from a pitch, but details are still being sought.

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