Treasury Wine Estates announces new leadership team for in-house creative agency Splash
This week Treasury Wine Estates (TWE) officially launches their in-house creative agency, ‘Splash’ which is set to be led by incredible talent from some of Australia’s leading agencies. True to its name, the Melbourne based agency looks to create disruptive work across the Treasury Premium Brands and Penfolds portfolios.
Joining the team as creative directors are Phil van Bruchem and Tom Opie. van Bruchem makes the move from CHEP where he worked as creative director on Flybuys, Officeworks and 7-Eleven, including the notable Coffee Body Scrub launch, whilst Opie hails from Tennis Australia where he led the in-house creative across tennis participation and the Australian Open.
van Bruchem and Opie bring a wealth of experience having worked at some of Australia’s most notable creative agencies. Previously together at BWM Dentsu (now Dentsu Creative), they produced a memorable run of work across Toyota, Deliveroo, Kmart, Dr. Oetker and Queensland Police. Along the way, their work has been internationally recognised at all the major international and local award shows, including Cannes, D&AD and One Show.
In addition, the agency is proud to announce that Faye Collay has joined as head of operations. Commencing her career as a project manager, Collay has an amazing pedigree leading operational client solutions for WSA Online, Swish Group, Wunderman, Leo Burnett, TBWA, Cummins&Partners and now TWE. Her incredibly diverse skillset has seen her work on brands as renowned as ANZ, Jeep, Mumm, Adidas, Ford, Jacobs Creek and Vodafone. As a founding partner at Cummins&Partners, Collay was instrumental in developing the operational processes that has contributed to it being the cohesive, integrated, multi-award winning agency it is today.
Treasury’s in-house agency is led by Elsa Beaumont, who spent three years working with TWE at Wunderman Thompson. Previously in the US for 6 years, she helped establish Mother Los Angeles and throughout her career has worked across a range of brands including Westpac, Samsung, Target, L’Oreal and Origin Energy.
Adding to the team, the in-house agency has also recruited Marni Burger as lead designer, Annie Mcbrearty as an integrated producer, Bianca Koffman as a senior integrated producer, luri Rasak and Chris Beechey as media traders, and has also made internal promotions for Ben Oliver to senior manager digital media and Scott Swindells to social and search trader.
Says Beaumont: “I’m excited by the brilliant talent we’ve attracted to our team. I couldn’t be happier to have Tom, Phil, Faye and Ben as my partners in leading the in-house agency. They are all exceptional talent who bring so much experience and energy. We are already working on some great briefs and look forward to creating impactful work across both the Treasury Premium Brands and Penfolds portfolios.”
In setting up the new in-house agency, Treasury Wine Estates has been working with marketing transformation consultancy, lution, to design and build an in-house offering, encompassing creative, production, digital media, data and tech capabilities.
The in-house agency is in the final stages of recruiting roles to their team, with the following roles still open for application – Designer and Finished Artist.
14 Comments
Congrats Phil and Opie. Great at what they do and great around a wine bottle too.
Isn’t an “in-house agency” just a marketing team?
How can you be an agency if you don’t have a client?
You do release Treasury Wines have over 100 brands, so that would be their clients…I’d imagine?
How about we see the work they produce, instead of endless press releases about the talent that this in-house ‘agency’ is hiring. I’ll bet that none of it comes close to being PR worthy.
Some quality hires here. I’m sure the ambition will lead to great work. There are some super in-house agencies about-just look!
Congrats all. Great crew. Have fun. Make stuff great.
Some disgruntled people commenting here….why?
this phil and tom union is simply great stuff.
Doesn’t that just make them another marketing team?
Isn’t Splash already a global creative services company?
https://www.splashworldwide.com/contact
That looks like about $800,000 – $1,000,000 of combined salary right there in that photo.
Now just imagine what a good Melbourne agency would deliver for just half that a year in retainer.
And you wouldn’t have to stress when one of the team is sick or on leave.
Heck, you’d still have heaps of change left over for a couple of guns for your in house studio and a content producer to wrangle the conveyor belt of social fodder from content creators.
This in house trend amongst clients is like watching a mad dog eat it’s own tail.
… with an agency you would get roughly 40% of the output value of that salary cost, given that the agency will want approx 2.5x the salary cost of its staff. Or to look at it another another way, you would get $2M+ of output value.
It’s a different approach to branding and marketing a business. Comes with its pros and cons, as would going with an agency. Sure plenty of marketing teams would tell you how unhappy they’ve been with their agency, how they produce crap work, how they bill them for stuff they dont need, how the relationship broke down, how they felt locked in by a retainer that wasn’t giving them value etc etc
Maybe if agencies were doing better, you wouldn’t get so many brands side stepping them and doing it themselves.
I get it, you feel threatened, but I dont feel you need to be.