Retail drinks network Endeavour Group has replaced its internal Creative Studio team with independent agency Howatson+Company for its core brands, including BWS and Dan Murphy's.
A number of the impacted Creative Studio team members will transition to Howatson+Company in new roles to support the transition.
AdNews revealed the brand was conducting a close EOI process in May.
Endeavour Group chief marketing officer Jo Rose confirmed the move with AdNews.
"Over the last few months we have reviewed how we set ourselves up to gain a deeper understanding of our customers’ social needs and behaviours across liquor retail and hospitality to bring an overarching perspective to foster growth across all Endeavour’s brands," Rose said.
"Following this review, Endeavour Group is pleased to confirm it has entered a new partnership with Plus Also Studios by Howatson+Company. Plus Also Studios is a creative technology company pioneering high quality brand asset creation, endless personalisation and orchestration, all with complete attribution.
"As we transition to this new agency arrangement, we have made the difficult decision to bid farewell to our Creative Studio team. Starting as one designer back in 2015, this team has been an integral in building our own in-house creative capabilities following the demerger from Woolworths."
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