McWilliam’s Wines Group has today announced the appointment of Bohemia to its Evans & Tate, Henkell and Mionetto Prosecco brands following a competitive media pitch.
The M&C Saatchi-owned Bohemia will be responsible for the development and execution of the full media strategy and implementation of its Evans & Tate and Henkell Trocken brands within the Australian market. They will be instrumental in launching the eponymous Prosecco brand Mionetto and two new Henkell varieties within Australia.
Commenting on the partnership, McWilliam’s Wines head of marketing Sarah Nichols said: “We’re thrilled to be partnering with Bohemia as we continue to build the McWilliam’s Wines Group portfolio of both domestic and international brands. They have the talent, tenacity and strategic mind to help us amplify our brands to our consumers.”
“Within an ever-competitive industry we were looking for an agency who could capture consumer’s imaginations through insight and outside-the-box thinking. We feel Bohemia will bring great ideas and energy to both our established and newer brands,” she said.
Bohemia head of strategy, Chris Christofi said: “It’s undeniable every agency wants brilliant brands to work with, the McWilliam’s Wines portfolio is exactly that. They’re a reputable Australian company whose passion transcends its six generations of family involvement. We’re excited to hit the ground running, produce great work and have fun at the same time.”
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