TVGla is surely celebrating with a round of drinks. The LA-based agency has been selected to handle digital marketing responsibilities for Gruppo Campari's portfolio of spirits brands, whichinclude Wild Turkey, Appleton Estate, Jamaica Rum, and Skyy Vodka.
TVGla will work across Facebook, Twitter, Instagram, Pinterest, and other emerging platforms to create content that supports each brand’s story.
First up, the agency has redesigned and launched Appleton Estate’s global Web site.
“We were looking for a digital agency that understood how to tie together digital campaigns for our global brands to local markets,” says Melanie Batchelor, Grupo Compari’s VP global spirits. “We were impressed with the agency’s work for Pepsi in Latin America and their ability to leverage the attributes of different social channels to build brands in the digital space.”
TVGla will collaborate alongside Campari's global strategic marketing team based out of its U.S. headquarters in San Francisco. It is expected to be a busy account.
Campari runs numerous campaigns for its brands internationally. For instance, earlier this year, the "It Starts With Aperol Spritz" campaign included billboards, popup bars, and an experiential effort that carried unsuspecting British bus passengers to a secret location to listen to DJ Jaime Winstone.
Wild Turkey launched a new ad campaign in Australia to ask "What Are You Bringing To The Table?" In Italy, Crodino ran the TV and Web "dai un twist all' Happy Hour" campaign.
“Helping these brands navigate the different social media platforms and creating content that is unique and appropriate for each channel is one of our sweet spots,” says Dimitry Ioffe, CEO of TVGla, who said the agency was excited to “grow awareness and engagement with consumers.”
Gruppo Campari spent $136.16 million (124.9 million euros) on advertising and promotions during the first half of 2015, up from $121.77 million (111.7 million euros) year-over-year, according to its most recent financial report. Digital spending wasn’t disclosed.