MAXCO.Lab has announced it has been appointed as the first through-the-line agency partner in Australia for Moët Hennessy Australia’s prestige wine, Maison Whispering Angel.
The creative and strategic brand-building agency will lead an integrated, 360 marketing and communications strategy for the rosé brand in Australia.
This includes events, brand partnerships, creative content, social media, publicity, talent alignments, trade activations and more.
Whispering Angel is a recent addition to the prestige wine category for the supplier of luxury champagnes, wines and spirits.
The agency relationship structure will be a key part of the business’ test and learn strategy in the Australian market to drive efficiencies, led by the Moët Hennessy Australia team.
Bruce Nancarrow, Moët Hennessy Australia’s marketing manager for prestige wines and spirits, said this first of its kind through-the-line agency partnership for Whispering Angel is an exciting innovation for Moët Hennessy Australia to unlock new synergies and creative integration in an ever-evolving and converging media landscape.
“We look forward to taking the brand to new heights working with MAXCo.LAB in 2023,” he said.
Lynette Phillips, CEO and founder of the MAX Network, said the company is thrilled that Moët Hennessy Australia identified the strength of its new and efficient agency model with MAXCo.LAB and how this can drive exciting brand growth for Whispering Angel in the Australian market.
“Our relationship with Moët Hennessy Australia is incredibly important to us and has been one we have nurtured for over a decade. We are honoured and proud to be considered with such high regard to launch this first of its kind agency partnership,” she added.
The agency will start work for Whispering Angel next month with a series of on-premise partnerships and brand activations.