After a competitive pitch, WPP AUNZ’s specialist retail practice, The Store has been appointed by Australia’s leading luxury wine and spirit business, Moët Hennessy for all end-to-end through the line strategy, creative, and execution services across its full suite of brands.
The Store will lead and execute Moët Hennessy’s through-the-line brand activations, incorporating brand strategy, customer centric insights, design and communications both in on and off premise locations.
Previously working for just a handful of the Moët Hennessy brands (Chandon, Glenmorangie and Cape Mentelle), The Store’s CEO, Rob Draper said he was delighted to extend the agency’s remit to include well known, iconic brands such as Dom Pérignon, Krug, Veuve Clicquot and Belvedere amongst others.
“Moët Hennessy were seeking an agile team of diverse experts to keep them at the forefront of innovation in shopper and activation trends,” said Draper. “Our horizontality approach meant we could hand pick a tailored team of resident experts from across varying specialist agencies within the WPP AUNZ group and place them under one leadership and financial structure for our client.
“’Team Moët’ will live and breathe Moët Hennessy brands. They will work together on each campaign through one central point of contact and accountability to create magic that no single agency or group of agencies working in isolation can match. I am excited The Store can fulfill Moët Hennessy’s end-to-end through the line marketing requirements going forward.” concluded Draper.
“We were looking for a future-focused partner, committed to creating sustainable value for our customers, our consumers and Moët Hennessy’s portfolio of luxury wines and spirits. We needed an agency partner that leads with brand DNA and is looking for a three-way-win that is exciting. Through a thorough selection process, we found that WPP’s The Store fit the bill sharing similar values to Moet Hennessy and an appetite to do great work,” said Ashley Powell, marketing director, Moët Hennessy Australia.
WPP AUNZ CEO Mike Connaghan said The Store’s approach for Moët Hennessy wasn’t just about streamlining its marketing approach, but providing best in breed experts from across the group. “The bespoke model developed by The Store for Moet Hennessey is a perfect example of WPP’s focus on horizontality in action. This is about drawing on key experts from across our group and from a diverse set of agencies, working together for the benefit of a client with varied and complex requirements. We’re excited about the prospect of providing these iconic brands with a range of innovative and market-leading solutions.”
The Store’s all star team ‘Team Moët’ consists of in-house specialists from agencies including Paragon, Play, Maverick, Active Display Group, Switched on Media, and IM Promotions covering a broad spectrum of disciplines such as: shopper and consumer insights, on and off-premise strategy, creative, production and execution, events and activations, promotions, social media, and bespoke sourcing.