Euro drinks in Jacob's Creek

Global - Euro RSCG has won the global Jacob's Creek creative account after a pitch, with Asia to be stronger focus in the wine brand's new marketing strategy.

Euro RSCG defeated incumbent Clemenger BBDO plus DDB and Saatchi & Saatchi in the Australia-based review, with agency representatives from Asia involved involved in the pitch.

Sladjan Maksimovic, Pernod Ricard's Pacific international business manager, told Marketing in January that the new global campaign for Jacob's Creek should be ready to roll out at the start of the next financial year.

"Although our Asian market is relatively small compared to the US and Europe, we're finding that a lot of our growth is coming out of the region," Maksimovic said.

"Countries like China are becoming much more important in terms of importers of Australian wine."

Maksimovic told Marketing at the start of the year that although the activity of ATL marketing in the Asian market is currently limited, there are plans to invest a considerable amount of money once the global campaign is finalized.

"As an aside, we're also doing some additional research for the Asian region to see if we need to plan specifically our global campaign to the Asian consumer."

Jacob's Creek is the second global account that Euro RSCG has won from Pernod Ricard.  Last year, Euro RSCG was awarded the global business for Chivas Regal scotch whiskey.

“Winning Jacob’s Creek is an exciting step in extending our relationship with Pernod Ricard, who are among our most important global partners. Beyond a brilliant insight and creative expression from our Australian colleagues, this win saw extensive input and passion from teams in various offices, regions, and global management - and we believe the power of a network passionate about the Pernod Ricard company was an important factor in this win,” Olivier Pluquet, CEO of Euro RSCG Asia Pacific, said.