Havas has won the social and digital duties for Moët Hennessy Australia, following a competitive pitch, AdNews can reveal.
The brief covers all brands in the Moët Hennessy portfolio: Moët & Chandon, Chandon, Glenmorangie, Belvedere, Veuve Clicquot, Ardbeg, Hennessy, Cloudy Bay, Cape Mentelle. Dom Pérignon, Ruinart, and Krug.
AdNews understands Moët Hennessy previously used a number of different agencies for its separate brands, but has now consolidated its approach.
The win for Havas follows news it would no longer work with Jacob's Creek on its digital, broadcast and print strategy - a possible conflict for Moët Hennessy. AdNews understands Havas had a strong relationship with Pernod Ricard but the relationship had perhaps "just runs its course", according to industry sources.
More digitally focused
In 2016, Moët Hennessy signalled plans to become a more digitally focused business, both locally and globally, following the success of a social campaign released for its sparkling wine brand, Chandon.
Digital strategy director Bohdi Lewis says Havas will work on appealing to younger demographics and focus on its technology offering.
“The challenge we face is how to turn this awareness into something more meaningful and accessible to new generations who define luxury very differently to audiences of the past,” he says.
"We are hugely excited by the opportunity of working with Moët Hennessy. Their brands are already highly aspirational with very high levels of awareness in Australia."
Lewis adds that Havas and Moët Hennessy will be exploring new technologies for activating campaigns.
“Moët Hennessy clearly has the appetite to explore new ways to connect with consumers, as demonstrated by its commitment to co-fund with Havas a pipeline of work dedicated to testing new technologies. This is exactly the type of client we want to attract,” he says.
Moët Hennessy Australia head of digital Chris Maloney says: “Havas demonstrates an insight-driven, strategic and creative approach to digital, social and innovation. We look forward to partnering with them to enrich the consumer experience across our luxury champagne, wine and spirits brands.”
Red Agency, Havas’ PR offering, had been previously working with the luxury wine and spirit business for the past year. It will continue to work with Havas to deliver on a number of brand briefs, commencing immediately.
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