TBWA is raising a glass to their newest client partnership with Independent Liquor. TBWA will be working across Independent’s full portfolio of brands including Asahi, Boundary Road Brewery, Carlsberg, Kingfisher, Estrella Damm, Long White, Vodka Cruiser, Woodstock and Somersby.
Asahi General Manager of Marketing Australia New Zealand, Michael Edmonds, says, “As our brands continue to grow, we wanted to align ourselves with a team that was not only excited to face the challenges ahead but equipped to handle them as well.”
TBWA underwent senior management change late last year with the arrival of Executive Creative Director Christy Peacock. Under his stewardship the agency has rolled out a new way of working called Disruption Live®, in response to how consumers use and engage with media.
“Everyday there are valuable opportunities for brands to embrace ideas, join conversations, hack into cultural trends and gain an enormous amount of exposure by being creative, timely and relevant,” says ECD Christy Peacock. “This is a more connected way of working that enables us to create relevant content for clients at speed.”
“Digital media is rewiring consumers’ brains. 10 years ago the average attention span was 13 seconds and now it’s closer to 7. The way consumers interact with media continues to evolve, and as a network we recognise the traditional agency model has changed forever.”
“The Digital Arts Network, our UX led digital business has been growing year on year and is now essential to many of our clients. Eleven, our social media and PR hub is also in a growth phase. In addition, we have quietly launched Integer Group, the network’s leading retail shopper and promotional marketing arm, which we expect to have a considerable impact on our business.”