Independent agency AnalogFolk will become the global digital agency for Pernod Ricard Winemakers and the global creative and strategic agency for Jacob's Creek wine.
The agency, which has five offices globally and was founded in London in 2005, is headed up locally by AnalogFolk Australia founder and managing director, Matt Robinson.
Havas Worldwide will no longer work with the brand on Jacob's Creek, but its other agency, Cummins&Partners, will still work on its tennis-related content.
The appointment follows a competitive review with work covering a range of brands including Jacob's Creek. Digital work is also a key element of the remit covering Jacob's Creek and a number of other global wine brands.
Sydney-based Robinson says after working on several projects with Pernod Ricard Winemakers over the past few years the agency is “absolutely thrilled to be appointed to such an exciting global remit”.
“We are both driven by innovation and our job is now to work together end-to-end, from brand strategy through to customer experience and digital execution, to drive even further success,” Robinson says.
“It’s a big moment for AnalogFolk and we’re extremely excited to work even more closely with such a progressive business.”
The agency, which opened Down Under in 2011, spearheaded by TribalDDB's Matt Grogan and BWM's Matt Robinson, launched back then with foundation client Casella Wines brand Yellow Tail – so it knows a thing or two about the tipple.
A strong cultural fit
Global marketing director at Jacob's Creek, Derek Oliver, says as much as the brand values AnalogFolk's creative, strategic and digital capabilities, it also believes in the importance of a strong cultural fit with the Pernod Ricard business and its marketing team.
“AnalogFolk already has strong credentials with other global brands in the Pernod Ricard portfolio, and will work towards our goal of a data-driven, consumer-first approach to marketing,” Oliver says.
The agency will complement the growing in-house digital team already at Pernod Ricard Winemakers that service all global wine brands.
Cummins has worked on its ‘Made by Moments’ branded content series starring Novak Djokovic in promotion of the Australian Open.
In 2014 Jacob's Creek launched a global brand campaign promoting the people, places and passions behind every bottle of wine, hinged on the tagline, "Made by Australia". The ads, developed by Havas Worldwide Australia, were the brand's first campaign since launching its new global brand identity in 2014.
Last year AnalogFolk named former Razorfish head of strategy, Ben Hourahine, as its strategy partner. Hourahine was tasked with overall leadership of the agency’s strategic output, digital transformation, social and content marketing, customer experience, brand and communications strategy, and business innovation.
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