Endeavour Group has appointed Thinkerbell its lead brand strategy and creative partner, following a recent review of its creative agency model.
The incumbent was BMF, who parted ways with the agency in May.
Thinkerbell had previously worked with Endeavour Group in 2024, alongside M+C Saatchi, before it re-pitched creative.
"We are thrilled to appoint Thinkerbell to lead brand strategy and creative work for Dan Murphy’s and BWS," said Endeavour group’s chief customer officer Catriona Larritt.
"Throughout the review process, Thinkerbell stood out for their unique blend of 'measured magic', and combining rigorous consumer insight with outstanding creative ambition.
“Their model is perfectly aligned with our strategic vision, and we are confident that their collaborative approach will help drive the next phase of customer and data-led growth for our brands."
Thinkerbell will take the reins on creative work Endeavour Group’s retail brands, working alongside Endeavour’s production partner, Plus Also Studios, to deliver end-to-end creative and production services.
Thinkerbell will commence work with Dan Murphy’s and BWS in August.
“We've been lucky enough to work with Dan Murphy's before, and it's a relationship we genuinely treasured. So, to now partner with Endeavour across both Dan Murphy's and BWS is a real privilege," said Thinkerbell CEO Margie Reid.
"These are retail brands that sit at the heart of how Australians come together, the barbecues, the birthdays, and the Friday knock-offs. The team at Endeavour are seriously ambitious business people, and we are delighted they've trusted us to help write the next chapter.”
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