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Treasury Wine Estates Appoints WE as its SE Asia Hub Agency

5/27/2020

TREASURY WINE ESTATES APPOINTS WE AS ITS SOUTHEAST ASIA HUB AGENCY

REMIT TO STREAMLINE REGIONAL COMMUNICATIONS PROGRAM AND SUPPORT SINGAPORE IN-MARKET EXECUTION

 

SINGAPORE – 27 MAY 2020 — Leading global communications and marketing agency WE Communications (WE) today announced a new partnership with Treasury Wine Estates (TWE), naming WE as the company’s Southeast Asia regional communications agency. The appointment followed a competitive agency search.

Led out of Singapore, WE will establish the overarching regional communications strategy for three of TWE’s leading brands: Penfolds, Wolf Blass and Beaulieu Vineyard. WE’s remit includes producing always-on storytelling and creative content as well as supporting marketing-driven activations, including the annual Penfolds event.

In addition to leading in-market activations for Singapore, WE, as the agency hub, will operationalize TWE’s regional communications function in collaboration with TWE’s other Southeast Asian in-market agencies spanning Cambodia, Indonesia, Malaysia, Myanmar and Thailand.

“From day one, WE’s strong understanding of and passion for our business was evident in the work and strategic thinking from the team,” said Yodissen Mootoosamy, TWE’s General Manager, Southeast Asia. “WE’s high level of professionalism, experience in this important, growing region and expertise across the communications spectrum were all integral to our decision to partner together.”

To service the account, WE has put together a cross-functional team of corporate, consumer and creative specialists, led by Alicia Eu, Head of Corporate, Singapore.

“It is an honor to partner with TWE to promote its world-class labels across the nuanced Southeast Asian markets,” said Eu. “We look forward to bringing the agency’s regional strategy and integrated communications expertise to support TWE’s continued growth across the region.”

In addition to announcing its partnership with TWE, WE has also launched a new virtual executive coaching program to assist business leaders in communicating with stakeholders through emerging digital channels. Created in response to the move to online video platforms for both internal and external communications, the “Down the Lens” modules aim to build executives’ confidence and improve clarity when utilizing new communication tools to engage with the media and the broader public.

 

ABOUT TREASURY WINE ESTATES

Treasury Wine Estates (TWE) is one of the world’s largest wine companies, listed on the Australian Securities Exchange (ASX). The company has a rich heritage and a portfolio of some of the most recognised and awarded wine brands in the world. TWE is focused on portfolio premiumisation and brand-led marketing, with world-class production facilities in internationally recognised wine regions. The company sources grapes from a mix of owned, leased and third-party vineyards, employing approximately 3,400 winemakers, viticulturalists, sales, marketing, distribution and support staff across the globe, TWE’s wine is sold in more than 70 countries around the world.

 

ABOUT WE

WE is one of the largest independent communications and integrated marketing agencies in the world. We’re all about people — both our clients and employees — and we believe in the power of communications to move audiences to positive action. Female-founded, female-led, and fiercely independent, WE has spent more than three decades helping world-class brands tell technology-led transformation stories that shift perceptions and change behavior.

Our global reach includes offices in 24 cities, partner networks that expand our footprint and client capabilities, and a team of more than 1,200 media and content strategists, creatives and data scientists across our technology, health and consumer sectors. Our work with global brands like Microsoft, Honeywell, McDonald’s and Volvo has been recognized by Cannes Lions, The Holmes Report SABRE Awards and PRWeek Awards, just to name a few.

For more information, press only: JJ Minder, WE, +65 8187 3139, jminder@we-worldwide.com