Brown Family Wine Group has appointed McCann Melbourne as lead creative agency for its Innocent Bystander wine brand.
Innocent Bystander is part of the Brown Family Wine Group stable, which also includes wine labels Brown Brothers, Devils Corner, Pirie and Tamar Ridge.
Says Chief Marketing Officer for Brown Family Wine Group, Ellie Vince: “We were impressed with McCann’s fresh approach to help us address the next stage of growth for Innocent Bystander. Innocent Bystander is such a unique wine brand, and we have big plans to continue its growth trajectory.”
Says McCann Melbourne, Managing Partner Strategy, Simon McCrudden: “We’re big fans of the Innocent Bystander brand (and product) so it’s great to start working with the team. Innocent Bystander has such a distinctive attitude in a cluttered world of wines that often look, feel and deliver on the same ubiquitous experience. We had an immediate rapport with the Innocent Bystander team, so we know it will be a lot of fun working together,”
The win follows McCann’s recent change from network to local independent ownership and a series of strategic acquisitions and hires made nationally with the return of Ben Lilley as Creative Chairman and owner of McCann Worldgroup Australia in February.
“McCann and the Brown Family Wine Group are each unique businesses. We’re both independently owned and agile, but with global scale, reach and resources. It’s an exciting business partnership,” said Lilley.