Yealands says ‘Cheers’ to Special Group

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After a strategic pitch process, Yealands Family Wines has appointed Special Group to be its global design and advertising agency partner.

“We are impressed by Special’s holistic design and advertising capability,” said Michael Wentworth, Yealands general manager of marketing. “As a global business we’re also excited about their team’s broad international experience, and the success of their office in Australia – one of our key export markets.

“Culturally too, they just seem a great fit for Yealands,” he said. “And they didn’t have the arrogance that you can get with some of the larger agencies.”

Yealands talked to over 50 agencies before narrowing it down to six that they met face to face. At press time, M+AD was still trying to locate the incumbent – we’ll update this report as soon it we have a name.

Special Group managing partner Michael Redwood said: “Yealands is a seven-year-old company on a mission. Already NZ’s sixth largest wine producer, they are both the world’s most sustainable wine company, and producer of the world’s best sauvignon blanc [International Wine Challenge – 2012].

“We’re honoured to have been chosen as their marketing partner.”

Special Group strategic director Teresa Harris said: “Wine at its heart is all about provenance and storytelling, and the Yealands brand is full of incredible stories. We believe that together we have the substance to create a truly world-famous New Zealand brand.”

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