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”.