Penfolds has appointed indie shop Assembled Media to its Australian media planning and buying account.
Assembled Media emerged successful from a competitive pitch process designed to test agencies’ strategic and planning capabilities. The agency said its outcome-focused approach, collaborative culture, and track record of driving measurable business results were the winning differentiators.
“Penfolds is built on the power of blending craft, innovation, and legacy to create something truly memorable,” said Gareth Nicholls, managing director at Assembled Media.
He continued, “That spirit of collaboration and commitment to lasting impact aligns perfectly with how we approach partnerships. The whole Assembled Media team are absolutely delighted to be working with such an iconic brand, and it’s a privilege to help shape this next chapter.”
Assembled Media has already launched its first campaign for Penfolds, ‘The 2025 Collection Release’, in collaboration with Treasury Wine Estates’ in-house digital agency, Splash.
“The integration between Assembled Media and Splash has been seamless. It’s been a true partnership from day one, and a strong foundation for the work to come,” Nicholls added.
The appointment marks a significant milestone for Assembled Media which continue to expand its roster of premium clients through a blend of senior expertise, agile delivery, and business-first media strategy.
“This is just the beginning,” said Nicholls. “There’s a lot more to come from this collaboration over the next 12 months and we’re excited to be on the journey.”
