Endeavour Group is pitching the creative account for its key brands, including BWS and Dan Murphy’s.
The retail drinks and hospitality business recently completed a closed EOI process involving both current and potential agencies, in search of a single, leading creative agency.
The process is now in the closed RFP stage, reportedly due to be completed by the end of June 2024.
The incumbent for BWS is M&C Saatchi, which has held the account since its appointment in 2021, while Thinkerbell manages the Dan Murphy’s account.
Thinkerbell last worked on the Dan Murphy’s brand in December 2022 with a festive tale about the life of the liquor retailer’s founder, Daniel Francis Murphy, commemorating the store’s 70-year-long contribution to Aussie Christmas celebrations.
M&C Saatchi’s latest brand work for BWS was the A Win’s a win value campaign, which celebrated small victories with everyday deals. Launched in late 2023, the campaign concluded its rollout in February 2024.
Endeavour Group was established in 2019 as part of Woolworths Group’s restructuring of its alcoholic drinks business. It then spun out of Woolworths Group in June 2021.
In 2022, the business introduced an omni-channel function, known as Endeavour Marketing, to grow its customers base and brands, along with a trove of new roles across its brand marketing, digital marketing, media, planning, and marketing analytics divisions.
Endeavour Group’s chief marketing officer, Jo Rose, explained at the time that the omnichannel function included a new centralised marketing team to work alongside existing brand teams, while also bringing together the company’s internal digital media, creative studios, and customer insights capabilities.
As that point, Endeavour Group represented Australia’s largest retail drinks network and the largest portfolio of licensed hospitality venues, comprising over 2,000 stores and venues. Alongside its variety of digital platforms, this generated around 200 million customer interactions annually.
The Tourism Australia account, also held by M&C Saatchi, is up for pitch too, with the incumbent failing to make the shortlist.
See also: Endeavour Group introduces new omni-channel marketing function