Saatchi & Saatchi Australia has won the account for Monteith's Cider following a competitive pitch process, held last year
Saatchi & Saatchi CEO Michael Rebelo said the Monteith's brand is a good fit for the agency.
“Needless to say, the entire agency is pumped by the opportunity to work on Monteith's,” Rebelo said.
“This is a category we've got loads of experience in - we've just been waiting for the right brand to give us the opportunity.
Saatchi & Saatchi's first assignment, by Drinkworks, who owns the brand, will be to be reaffirm Monteith's position as the premium cider brand in Australia.
Drinkworks Australia marketing manager William Papesch said Saatchi & Saatchi were given the account due to the way it “embraced the brand challenge”.
“Its ideas had the consumer at the heart, and was creatively very bold,” Papesch said.
“We think this is the first step in what will be a strong and fruitful relationship between Drinkworks and Saatchi & Saatchi.”
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