Penfolds Australia appoints Assembled Media

Independent media planning and buying agency, Assembled Media, has been appointed as the Australian media account management agency for Penfolds, one of the country’s most iconic wine brands.

Assembled Media emerged successful from a competitive pitch process designed to test agencies’ strategic and planning capabilities. Its outcome-focused approach, collaborative culture, and track record of driving measurable business results were the winning differentiators.

Says Gareth Nicholls, Managing Director at Assembled Media: “Penfolds is built on the power of blending craft, innovation, and legacy to create something truly memorable.

“That spirit of collaboration and commitment to lasting impact aligns perfectly with how we approach partnerships. The whole Assembled Media team are absolutely delighted to be working with such an iconic brand, and it’s a privilege to help shape this next chapter.”

Assembled Media has already launched its first campaign for Penfolds, ‘The 2025 Collection Release’, in collaboration with Treasury Wine Estates’ in-house digital agency, Splash.

Says Nicholls: “The integration between Assembled Media and Splash has been seamless. It’s been a true partnership from day one, and a strong foundation for the work to come.”

The appointment marks a significant milestone for Assembled Media which continue to expand its roster of premium clients through a blend of senior expertise, agile delivery, and business-first media strategy.

Adds Nicholls: “This is just the beginning. There’s a lot more to come from this collaboration over the next 12 months and we’re excited to be on the journey.”