Treasury Wine Estates’ new in-house creative agency, Splash, is set to make waves with Treasury Premium Brands and Penfolds portfolios as the wine giant brings industry experts into the fold.
Splash will be based in Melbourne and led by Elsa Beaumont, who spent three years working with TWE at Wunderman Thompson. Previously in the US for 6 years, Beaumont helped establish clothing brand Mother Los Angeles and throughout her career has worked on brands including Westpac, Samsung, Target, L’Oreal and Origin Energy.
Phil van Bruchem and Tom Opie join the team as creative directors. Van Bruchem was creative director for CHEP where he worked on Flybuys, Officeworks and 7-Eleven. Opie led the in-house creative team at Tennis Australia for tennis participation and the Australian Open.
Prior to their most recent roles, the two worked together at BWM Dentsu (now Dentsu Creative) on campaigns for Toyota, Deliveroo, Kmart, Dr. Oetker, and Queensland Police. Both have had work recognised internationally, including Cannes, D&AD and One Show.
Faye Collay joins as head of Operations, having previously led operational client solutions for WSA Online, Swish Group, Wunderman, Leo Burnett, TBWA, and Cummins&Partners.
Collay has worked on brands ANZ, Jeep, Mumm, Adidas, Ford, Jacobs Creek and Vodafone. As a founding partner at Cummins&Partners, Collay was instrumental in developing the operational processes that contributed to it being a cohesive, integrated, multi-award-winning agency, TWE said.
Beaumont said she was impressed by the dept of talent in the team.
“They are all exceptional talent who bring so much experience and energy. We are already working on some great briefs and look forward to creating impactful work across both the Treasury Premium Brands and Penfolds portfolios,” Beaumont said.
TWE worked with Marketing Transformation consultancy, Iution, to design and build the in-house team that would encompass creative, production, digital media, data, and tech capabilities.
AdNews editor Chris Pash told Food & Drink Business the move to in-house creative teams was increasing.
“In-house agencies – with all the talent normally found in an advertising agency – are a rising phenomenon. Some do it because they believe there are cost savings, other because they want more hands-on control.
“Many end up having a bit of each – inside talent plus the help of an advertising agency with all its expertise and contacts.
“Advertising agencies argue that they are experts and have the resources, and a network of freelancers, on tap to come up with campaigns that work,” Pash said.
Splash also recruited Marni Burger as lead designer, Annie Mcbrearty as an integrated producer, Bianca Koffman as a senior integrated producer, Iuri Rasak and Chris Beechey as media traders. Two internal promotions saw Ben Oliver become senior manager Digital Media and Scott Swindells the social and search trader.
Pash said the In-House Agency Council now represents those who work directly for brands.
Splash is in the final stages of recruiting roles to the team, with the following roles still open for application – designer and finished artist.
