JWT won the business after Treasury Wine contacted several networks about the pitch. JWT will handle marketing communications, marketing strategy, PR and shopper marketing for almost all of Treasury Wine’s brands across the world.
Penfolds is the only wine that has not been wholly entrusted to JWT. The brand will continue to use Leagas Delaney, which won the wine’s global account in 2014, on above-the-line advertising but will use JWT for non-TV work.
This is the first time that Treasury Wine has appointed a single agency to hover over all its marketing tasks. The brands were previously shared amongst a host of shops across the world, which will now transfer their responsibilities to JWT over the next three months.
JWT will service the Treasury Wine out of four hubs in London, New York, Shanghai and Melbourne.
Simon Marton, the chief marketing officer at Treasury Wine Estates, said: "Our partnership with J Walter Thompson as TWE’s global marketing services provider will help us build stronger brands in markets across the globe, ensuring that we gain greater impact from our increased marketing investment.
"Importantly, we will also have a consolidated and truly international approach to the marketing of our brands, and we will be able to go to market faster and operate in a more globally consistent way.
Toby Hoare, JWT’s global client leader and European chief executive, said: "This is a unique opportunity to work with the TWE team and take the marketing of some of the most loved wines in the world to the next level."