SYDNEY: Campari has appointed Core Ideas and Match as its lead creative and media agencies respectively following a competitive pitch, AdNews can reveal.
The pitch for creative - which mainly concerns the Wild Turkey bourbon brand - also involved DDB and JackWattsCurrie, while BellamyHayden and Ikon were the unsuccessful media agencies.
Campari marketing director Brad Timbrell said the brand had also appointed Brass Tacks and Ivy Council as below-the-line agencies, and that a number of other agencies have been identified for future projects.
“Core Ideas showed a great deal of empathy for Wild Turkey and developed a creative platform we believe will inspire the brand both in Australia and possibly in overseas markets," said Timbrell.
“Match understood our business well and were very innovative in their approach to media strategy, planning and buying, particularly in regards to our planned strategy and budgets."
Campari Australia is the local distributor and marketer of brands including Campari, Skyy Vodka, Wild Turkey Bourbon, Riccadonna, Cinzano, Aperol and Ouzo 12. The creative and promotional needs of Skyy and Riccadonna will continue to be handled by Fuzebox who have worked on the brands since Campari's launch.
The company launched officially in Australia on 1 April, but will not take over management of its flagship brand, Wild Turkey Bourbon, until July.
Timbrell would not be drawn on an exact advertising budget, but said it was a "useful" amount of money. "It's less than $10 million. Agencies aren't chasing the work to bankroll their business, but it's useful and includes interesting brands."
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