Palandri looks for impact

IN keeping with its rather cavalier corporate profile, Palandri Wines has bucked the trend and thrown off its eastern states advertising agency in favour of Perth’s Ad Impact Advertising.

While the local advertising industry is fighting hard against rationalisation, whereby numerous high profile accounts have been lost to Sydney and Melbourne agencies, the Palandri Wines advertising account is relocating in the opposite location.

The $2 million account now will be serviced by Ad Impact Advertising out of its Northbridge office.

Ad Impact managing director Luciano D’Ambrogio said Ad Impact Advertising previously developed all the brands for the Aurora range of ‘lifestyle’ wines.

Palandri Wines invited advertising agencies from Sydney, Melbourne and Perth, including two multinational operations, to pitch for the multi million dollar business.

“We were originally involved in their design work on all the packaging,” Mr D’Ambrogio said.

“From our perspective this stops the tide of work going out of WA and it pretty well cements our position as a creative agency.”

The advertising agencies involved in the pitch were asked to present creative work on the new Aurora Merlot.

The successful material produced by Ad Impact is now in production and will be used when the Merlot is released.

“We envisage that the wine account for Palandri will probably be one of the biggest in Australia,” Mr D’Ambrogio said.

Palandri Wines group marketing manager Rob Neill said Palandri was looking for an advertising agency that could understand and interpret the lifestyle positioning of the wine range.

“We spoke to a number of agencies and had an open and competitive pitch. Ad Impact was best able to interpret our approach,” he said.

“Merlot is one of the fastest growing varieties in the Australian table wine market.”

Palandri Wines has captured the media headlines most recently for its aggressive growth strategy, including the purchase of Rosabrook and Amberley Estate.

Earlier this year Palandri Wines announced ambitious plans to raise $150 million ahead of a listing on the stock exchange later in the year.

Mr Neill and chief executive officer Gordon Grant are currently in London for the London Wine Trade Fair and to establish a full service marketing and sales office to penetrate the UK market.

“We’re taking Andrew Blythe over as marketing manager for the UK and we’re currently checking out the advertising and marketing service situation,” Mr Neill said.

“We’ve made a commitment to expand into the UK.”

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