Treasury Wine Estates (TWE) has partnered with marketing transformation consultancy – Iution – to design and build an in-house agency encompassing in-house creative, production, digital media, data and tech capabilities.
The new in-house agency will be based in Melbourne working across the Treasury Premium Brands and Penfolds portfolios.
The move brings together existing internal design, content and digital media capabilities into an integrated function as well as broadening the internal capabilities and reducing reliance on external agencies.
Angus Lilley, Treasury Premium Brands CMO, said: “We’re excited to build our new in-house agency, bringing these capabilities inside the business, closer to our brands and marketers will drive speed, agility as well as more integrated and effective work, which will drive growth.”
Chris Maxwell, Iution CEO, said: “Working with the TWE team to plan and build their in-house agency has been fantastic, they’re world class marketers with an incredible appetite for growth and innovation, if you’ve ever thought of going client side, this is an amazing opportunity to work with a brilliant team on iconic brands.
Newly appointed to the role of director of in-house agency is Elsa Beaumont.
Beaumont joins Treasury Wine Estates from Wunderman Thompson where she has spent the last three years leading TWE’s business.
She has also had experience in establishing and growing a new agency in the US and has worked across a diverse range of brands and categories in the past such as Samsung, Twitter, Target and Origin Energy.
Beaumont said of the appointment: “I’m thrilled to be joining Treasury Wine Estates to help build and grow the in-house agency. I’m excited to build a team of creative and media specialists to bring break-through thinking to TWE’s amazing portfolio of brands.”
Lilley concluded: “we’re taking this opportunity to build a culture of creativity and innovation in our business. We have got big brands and ambitious plans for growth so bringing more creative, production and media talent into our business will accelerate those plans.”
TWE will continue to work with Wunderman Thompson, Mindshare, and a host of specialist agencies, building a hybrid model where the in-house team will collaborate with agency partners to build integrated campaigns.