Moët Hennessy Australia has following a competitive pitch appointed MAXCo.LAB as the first through-the-line agency partner in Australia for prestige wine Maison Whispering Angel.
The agency will lead an integrated, 360 marketing and communications strategy for Whispering Angel in Australia including events, brand partnerships, creative content, social media, publicity, talent alignments, trade activations and more.
Whispering Angel is a recent addition to the prestige wine category for Moët Hennessy Australia, and this new agency relationship structure will be a key part of the business’ test and learn strategy in the Australian market to drive efficiencies, led by the Moët Hennessy Australia team.
MAXCo.LAB will formally commence work across the Whispering Angel account from May 2023. The agency will begin with a series of premium on-premise partnerships and brand activations in connection to the affinity with winter and snow, heralding new opportunities to enjoy Whispering Angel for events and occasions across all seasons in Australia.
Bruce Nancarrow, marketing manager for prestige wines & spirits at Moët Hennessy Australia, said this first of its kind through-the-line agency partnership for Whispering Angel is an exciting innovation for Moët Hennessy Australia to unlock new synergies and creative integration in an ever-evolving and converging media landscape.
“We look forward to taking the brand to new heights working with MAXCo.LAB in 2023," said Nancarrow.
CEO & founder of the MAX Network, Lynette Phillips, said the company is thrilled that Moët Hennessy Australia identified the strength of its new and efficient agency model with MAXCo.LAB and how this can drive exciting brand growth for Whispering Angel in the Australian market.
“Our relationship with Moët Hennessy Australia is incredibly important to us and has been one we have nurtured for over a decade. We are honoured and proud to be considered with such high regard to launch this first of its kind agency partnership," said Phillips.
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