Moët Hennessy Australia has appointed MAXCo.LAB as the first through-the-line agency partner in Australia for very expensive rosé brand, Whispering Angel.
Following a competitive pitch, the agency will lead an integrated, 360 marketing and communications strategy for Whispering Angel in Australia including events, brand partnerships, creative content, social media, publicity, talent alignments, trade activations and more.
The consolidation of agency services into one key agency partner for a brand in the through-the-line model is a first for Moët Hennessy Australia, as it looks to combine agency time for maximum efficiency and integration of creative ideas.
Whispering Angel is a recent addition for Moët Hennessy Australia, and this new agency structure will be a “key part” of the business’ test and learn strategy, according to the winemaker.
“This first-of-its-kind through-the-line agency partnership for Whispering Angel is an exciting innovation for Moët Hennessy Australia to unlock new synergies and creative integration in an ever-evolving and converging media landscape,” said Bruce Nancarrow, marketing manager for prestige wines & spirits at Moët Hennessy Australia.
“We look forward to taking the brand to new heights working with MAXCo.LAB in 2023.”
“We are thrilled that Moët Hennessy Australia identified the strength of our new and efficient agency model with MAXCo.LAB, and how this can drive exciting brand growth for Whispering Angel in the Australian market,” said CEO & founder of the MAX Network, Lynette Phillips.
“Our relationship with Moët Hennessy Australia is incredibly important to us and has been one we have nurtured for over a decade. We are honoured and proud to be considered with such high regard to launch this first-of-its-kind agency partnership.”
MAXCo.LAB will start work for Whispering Angel in May. The agency will begin with a series of on-premise partnerships and brand activations.
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