Twist Image named digital AOR for Treasury Wine Estates

The WPP agency wins after a three-month, North America-wide review

Twist Image has been named the North American digital marketing agency of record for Treasury Wine Estates.

The contract comes after a three-month, North America-wide review that began in the summer and involved complete strategies and creative around a couple of TWE’s brands, which include Penfolds, Greg Norman Estates and Wolf Blass.

This is the first major client win since Twist Image was acquired by WPP in May. “We’re looking forward to leveraging the network for our client,” said agency CEO Mark Goodman.

Campaigns from Twist Image will launch this winter. A team from Twist Image is currently at Treasury Wine Estates’ offices in Napa Valley to transition the account from the company’s multiple incumbent agencies, said Goodman. The new contract consolidates TWE’s brands under one agency.

“Right now they’re trying to keep the lights on, keep everything moving forward,” he said. “We have a team down there of creative and client services for the week going through all the brand portfolios, getting briefed across all the brands. They’re probably sampling every one.”

Though it’s too early to discuss campaign specifics, Goodman said the agency will first create a “digital footprint” and “personality” for each brand.

In a release, Isaac Herrera, digital marketing director of Treasury Wine Estates said the RFP was “highly competitive” and “Twist Image demonstrated an extensive track record of helping big brands make that shift, and achieve real results through powerful creative coupled with technology and a strong understanding of analytics.”





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