Premium Wine Brands has appointed independent ad agency CumminsRoss to handle Jacob's Creek's tennis sponsorship portfolio.
CumminsRoss created the current branded content campaign featuring Andre Agassi to leverage the wine brand's sponsorship of the Australian Open. The series of short films were created and produced in-house by the agency and will run as part of Seven's tennis coverage this month.
The 'Open Up' campaign will also run alongside other tennis tournaments including the US Open, Wimbledon and six ATP tournaments. It will also run in overseas markets, starting with the UK.
Agassi has signed a three-year partnership with the wine brand, with CumminsRoss briefed to create more content throughout the term of the deal.
Jacob's Creek global marketing director, Jo Adamo, said: "We feel that the CumminsRoss idea around the 'Open Up' campaign really brings our global True Character communication platform to life for Jacob's Creek, in the context of our tennis associations, and will extend very effectively via digital, below-the-line and at an experiential level. Furthermore, CumminsRoss brought the final production very quickly."
CumminsRoss chief executive, Sean Cummins, said: "In line with our 'one stop shop' philosophy, this project was the first undertaking of our full in-house capabilities. An infusion of strategy, media and production talents, this is our first international production. I couldn't be prouder."
Euro RSCG and Soap Creative remain Jacob's Creek's creative and digital agencies.
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