Agency Next Door (A.N.D) has been appointed creative agency of record for Taylors Wines following a competitive pitch.
The Burleigh Heads, Queensland, based agency independent will lead the development and launch of a global brand platform and refreshed creative positioning for Taylors.
“Taylors is an iconic Australian brand with genuine heritage credentials ready for contemporisation,” Kieran Burke, managing partner at A.N.D, said.
“We’ve all grown up seeing a bottle of Taylors on the dining room table. Taylors feels like a familiar stranger to many, and we’re thankful to the Taylors family and marketing team for entrusting us with the opportunity to help make the brand a little more familiar.”
Taylors Wines CMO Tanya Marler said A.N.D impressed the team with a compelling blend of strategic insight and culturally resonant creativity.
“We’re on a journey to future-proof the Taylors brand by targeting a younger demographic,” Marler said.
“With this comes a minefield of nuance, and we were impressed with Agency Next Door’s creative strategy. They deeply understood our challenges and clearly articulated a path forward for our desire to play in the contemporary heritage space.”
The new Taylors creative platform will be unveiled in early August across Australia and New Zealand, with a global rollout to follow across key Northern Hemisphere and Asian markets.
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