Australian Liquor Marketers (ALM) has appointed indie agency Channel T as strategic and creative agency across independent liquor retail brands – Cellarbrations, The Bottle-O, IGA Liquor and Porters Liquor.
Channel T was initially engaged by ALM in March 2020 at the start of Covid-19 to deliver a locally-owned and independent message for the brand portfolio in a campaign called ‘A shout out to locals’, as well as a campaign that launched ALM’s eCommerce platform ‘Shop my local’.
From there, Channel T and ALM developed the strategic communications platform for each retailer brand, to be rolled out across brand and retail activity.
Josh Gaudry, GM Marketing, Australian Liquor Marketers, commented: “Channel T are everything you want from a modern agency. They are driven to make your brand effective, not just their campaign to win awards. Ego is left at the door and when they say collaboration is important to them, this is not just a slide in their creds deck, it truly is the most collaborative agency I have worked with. We’re excited about our partnership and look forward to making campaigns that work.”
Lisa Ramsey, managing director, Channel T Sydney, added: “We’re thrilled to be working with the ALM team to bring some fresh creative thinking and great results to these iconic Aussie brands. ALM are ambitious and hands-on marketers who bring passion every day to the strategic and creative journey and we’re thoroughly enjoying being in the trenches with them.” Lisa Ramsey, Managing Director, Channel T Sydney.
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