M&C Saatchi Melbourne has won the Liquor Marketing Group’s (LMG) Bottlemart and Down Under Cellars accounts.
The win will see M&C Saatchi Melbourne handle full creative and strategic duties for the two brands, which together comprise over 1,000 branded independently-owned outlets.
This is the second win in as many days to be publicised by the agency, with M&C Saatchi yesterday announcing it had won back the sizeable NRMA account from WhybinTBWA.
Sean Hogan, LMG marketing director, said: “M&C Saatchi Melbourne demonstrated a strategic insight and creative weight that far exceeded our expectations.
“Their commitment to our partnership has resulted in a significant change in strategic direction to our marketing communications. We are excited about the potential this has for our business.”
Paul Taylor, M&C Saatchi Melbourne ECD, added: “This new direction for LMG will change the way the category is marketed and that is an exciting opportunity for us and them.”
Taylor joined M&C Saatchi in September last year following the merger of M&C with Samuelson Talbot & Partners (ST&P) of which he was a partner.
M&C Saatchi Australia CEO Jaimes Leggett said of the merger: “This is a great move for us – the merger enables us to work with some incredibly talented people, great clients and to bring some real scale to our Melbourne operation.”