J. Walter Thompson has been appointed as the lead creative agency for the Coles Liquor’s Vintage Cellars and First Choice Liquor brands, following a hotly-contested pitch involving several Melbourne-based agencies.
Michael Godwin (pictured above), managing director at JWT Melbourne, said: “We’re thrilled to be working with the Coles Liquor team on these two brands and are extremely thankful to the client for giving us this opportunity.
“Both Vintage Cellars and First Choice Liquor are well established, successful brands, and the opportunity to help see them realise their full potential is hugely exciting. There is a lot to be done and we can’t wait to get started.”
Godwin said the agency set out a few years ago to build a relevant offer to Melbourne-based retail clients by investing in the right people, processes and building a range of in-house capabilities, including JWT’s wholly owned multi-media production hub, The Cannery.
“These initiatives have been designed to help us deliver end-to-end solutions faster and more affordably to clients,” he said.
“That investment continues to pay off and we now feel very fortunate to partner several of our market’s biggest and best retailers, of which Coles Liquor is obviously one.”
JWT will begin working with Coles Liquor in early September.