Thinkerbell lands Dan Murphy's and BWS creative account

Endeavour Group has appointed independent agency Thinkerbell as its lead brand strategy and creative partner for Dan Murphy's and BWS, following a review of its creative agency model.

The appointment sees Thinkerbell take responsibility for creative strategy across two of Australia's biggest retail liquor brands, with work commencing in August. The agency will also partner with Endeavour's production partner, Plus Also Studios, to deliver end-to-end creative and production services.

Thinkerbell wins key retail brief

Catriona Larritt, Endeavour Group's Chief Customer Officer, said the agency stood apart during the review process.

"We are thrilled to appoint Thinkerbell to lead brand strategy and creative work for Dan Murphy’s and BWS. Throughout the review process, Thinkerbell stood out for their unique blend of 'measured magic', and combining rigorous consumer insight with outstanding creative ambition," said Catriona Larritt, Endeavour Group’s Chief Customer Officer.

“Their model is perfectly aligned with our strategic vision, and we are confident that their collaborative approach will help drive the next phase of customer and data-led growth for our brands."

A familiar partnership expands

The appointment reunites Thinkerbell with Dan Murphy's, with the agency now expanding its remit to include BWS.

Margie Reid, CEO of Thinkerbell, said the retailer's brands occupy a unique place in Australian culture.

“We've been lucky enough to work with Dan Murphy's before, and it's a relationship we genuinely treasured. So to now partner with Endeavour across both Dan Murphy's and BWS is a real privilege. These are retail brands that sit at the heart of how Australians come together, the barbecues, the birthdays, and the Friday knock-offs. The team at Endeavour are seriously ambitious business people, and we are delighted they've trusted us to help write the next chapter.”

The appointment marks another significant account win for the independent agency, with Thinkerbell set to begin work across the Endeavour retail portfolio next month.