Yellow Tail wine appoints Marcel Sydney to global creative account

Josh McDonnell
By Josh McDonnell | 12 March 2019

Marcel Sydney has won the global creative account for Yellow Tail wine, following a competitive pitch including four Sydney-based agencies.

Marcel, tasked with bringing a "fresh prespective" to the brand, also pipped the incumbent US agency The Bam Connection, who will remain the creative agency for the US market.

Yellow Tail, part of Casella Family Brands, is the fifth largest wine brand in volume globally and one of Australia’s most well-known exports.

Through the Power Of One positioning, Marcel Sydney has also created a Publicis Groupe agency network throughout key markets to help Yellow Tail meet local market nuances.

 "We are thrilled to be working with a global alcohol brand and particularly one that is known for disrupting its category," says Marcel Sydney managing director Ryan Bernal.

"The Yellow Tail team have been fantastic partners throughout the process and are looking to improve their already impressive results. With creativity at the heart of the brand, we’re looking forward to helping them redefine Yellow Tail across the world.”

The win follows news of Marcel Sydney's founder, David Nobay, leaving the agency this month to focus on a new venture.

Nobay, who was also creative chairman of the agency, led the inception of the business in November 2015 with Tiger Beer as a foundation client. In 2018 Tiger Beer announced it would be transferring its account within the Publicis Groupe from Sydney to Singapore.

Following this, ECD Wes Hawes was announced as the latest big exit from Marcel, leaving industry sources close to AdNews questioning the future of the agency

“We’re excited to appoint Marcel as our global creative partner across all markets outside the US," says Anna Czarnocka, Global Marketing Manager for Yellow Tail. 

"With a global brand like Yellow Tail which spans 60 plus markets ranging from undeveloped to highly developed, from new to mature and with many nuances in between, coming up with a global brand platform was not an easy task."

Yellow Tail made a global splash in 2017, when the brand launched an Australian-themed ad campaign during that year's Super Bowl. The brand has taken out a spot in each game since.


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