Marcel Sydney has been awarded as the global creative agency for [yellow tail] wine.
Part of Casella Family Brands, [yellow tail] is the fifth largest wine brand in volume globally and one of Australia’s most famous wine exports.
Marcel Sydney won the account in a competitive pitch that included four Sydney based creative agencies, as well as the incumbent agency in the US.
Bringing a fresh perspective to the brand will begin immediately.
Through the Power Of One positioning, Marcel Sydney has also created a Publicis Groupe agency network throughout key markets to help bring the [yellow tail] brand story to life and to meet local market nuances.
Marcel Sydney managing director Ryan Bernal said: “We are thrilled to be working with a global alcohol brand and particularly one that is known for disrupting its category.
“The [yellow tail] team have been fantastic partners throughout the process and are looking to improve their already impressive results”.
Bernal added: “With creativity at the heart of the brand, we’re looking forward to helping them redefine [yellow tail] across the world”.
[yellow tail] global marketing manager Anna Czarnocka said: “We’re excited to appoint Marcel as our global creative partner across all markets outside the US.
“With a global brand like [yellow tail] which spans 60+ markets ranging from undeveloped to highly developed, from new to mature and with many nuances in between, coming up with a global brand platform was not an easy task”.
Czarnocka continued: “Throughout the collaborative pitch process, Marcel demonstrated sound strategic and creative thinking, but most importantly how their creative platform can easily be adapted to suit the varying needs of each market in a culturally relevant way”.