Casella Family Brands has announced the appointment of Ikon Communications, part of STW, as its media planning and buying agency for Australian wine brand, [yellow tail].

Fiona Seath, marketing manager at Casella Family Brands said Ikon’s emphasis on designing and building consumer experiences closely aligns to how [yellow tail] does business.

“[yellow tail]’s unique positioning helped turn the brand into an icon and we are thrilled to continue this spirit of innovation with Ikon Communications,” said Seath.

“The consumer is central to everything we do at [yellow tail] and Ikon really demonstrated an understanding and appreciation of that.

“We were particularly impressed with their inside-out approach, starting with building consumer experiences utilising our owned and earned assets first, before even getting to paid. Since their appointment, Ikon has put forward an exciting digital strategy that we’ve just approved for 2015,” she said.

Ikon general manager, Alan Weetch, is excited about the opportunity to work with Australia’s biggest exported wine brand.

“We’re very excited to be working with [yellow tail] and look forward to partnering with them on the next stage of the brand’s successful journey,” said Weetch.