Creative communications agency Connecting Plots has been appointed by Casella Family Brands to handle the social media accounts for [yellow tail] wine in Australia. 

The win follows an audit of the Casella Family Brands social activities, which led to [yellow tail] rethinking its approach to social media and how it aligns with its overall marketing strategy.

Connecting Plots’ Strategic Director Tim Collier said: “I’m so pleased to be working with [yellow tail]. Their business changed the face of Australian wine when it launched, and their brand continues to be an excellent example of what can be achieved when you subvert the norms of a category. We can’t wait to sink our teeth into the unique creative challenges they face and to start moving the dial on their business results.”

[yellow tail] Global Marketing Manager Anna Czarnocka said: “We are excited to be working with Connecting Plots on the [yellow tail] social strategy, content and media for Australia. We already had a successful presence in social media but Connecting Plots challenged our thinking and provided us with a fresh perspective. We feel confident this new approach will deliver great results not only for the brand but also improve our return on investment.”

The appointment expands Connecting Plots’ remit with Casella Family Brands, with the agency already running the creative, digital, social, and media for the wine company’s brands including Peter Lehmann Wines and The Magic Box Wine Collection.

Connecting Plots responsibilities will include planning, creative, paid media, and managing the [yellow tail] social media accounts and community in Australia.

Connecting Plots Group Managing Director Tom Phillips said: “We’re thrilled to be extending our remit with Casella Family Brands to include [yellow tail] wine. With three consecutive years as the World’s Most Powerful Wine Brand* we’re excited to help [yellow tail] further its presence in the market.”  

The agency’s newest recruits Chris Johnson (creative director) and Gemma Geraint (group account director) will lead the account. 

The win follows a significant period of growth for the independent creative communications agency.

* The Wine Intelligence Global Wine Brand Power Index 2020, 2019, 2018