Marcel Sydney has been awarded as the global
creative agency for [yellow tail] wine. Part of Casella Family Brands,
[yellow tail] is the fifth largest wine brand in volume globally and one
of Australia's most famous wine exports.
Marcel Sydney won the
account in a competitive pitch that included four Sydney based creative
agencies, as well as the incumbent agency in the US. Bringing a fresh
perspective to the brand will begin immediately.
Through the Power Of One positioning, Marcel Sydney has also created a
Publicis Groupe agency network throughout key markets to help bring the
[yellow tail] brand story to life and to meet local market nuances.
Says
Ryan Bernal, managing director of Marcel Sydney: "We are thrilled to be
working with a global alcohol brand and particularly one that is known
for disrupting its category. 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."
Says Anna Czarnocka (left), global marketing manager, [yellow
tail]: "We're excited to appoint Marcel as our global creative partner
across all markets outside the US. With a global brand like [yellow
tail] which spans 60+ 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. Throughout the
collaborative pitch process, Marcel demonstrated sound strategic and
creative thinking, but most importantly how their creative platform can
easily be adapted to suit the varying needs of each market in a
culturally relevant way."