Taylors Wines has appointed Kaimera to manage its Australian media, as the Clare Valley wine producer begins its first major rebrand in 50 years.
The rebrand includes a new visual identity and updated brand storytelling aimed at engaging a broader audience while maintaining ties to the company’s history.
Kaimera will handle strategy, planning, and buying across all channels, with the first campaign to launch in the coming months.
“This is a milestone moment for Taylors Wines – our first rebrand in half a century – and we needed an agency partner who could match our ambition,” said Tanya Marler, CMO at Taylors Wines.
“Kaimera’s strategic clarity, creative energy and understanding of premium brands made them the perfect fit to help us share our story with Australia.”
Nick Behr, Founder and CEO of Kaimera, said: “Taylors Wines is an Australian icon, and this rebrand represents both a respect for heritage and a bold step forward.
“It’s a privilege to help shape how this new chapter is shared with the nation, and our media strategy will be as distinctive and refined as the wines themselves.”
The appointment adds to Kaimera’s food and beverage portfolio, which includes Spirits Platform and Nando’s which the agency won in June from the now defunct M&C Saatchi agency, Bohemia.
The independent media agency will run the Nando’s account from its Melbourne base, lead by its general manager Garth Moring who previously worked the account during his time with the M&C Saatchi brand.
He said at the time: “To now be leading their media strategy at Kaimera is incredibly rewarding. They’re one of the most vibrant, culturally connected brands in the market, and we’re looking forward to helping them grow and evolve with a bold, effective media strategy.”