Endeavour Group has appointed Thinkerbell as its lead brand strategy and creative partner, following a recent review of its creative agency model. 

“We are thrilled to appoint Thinkerbell to lead brand strategy and creative work for Dan Murphy’s and BWS.  Throughout the review process, Thinkerbell stood out for their unique blend of ‘measured magic’, and combining rigorous consumer insight with outstanding creative ambition,” stated Catriona Larritt, Endeavour Group chief customer officer.

“Their model is perfectly aligned with our strategic vision, and we are confident that their collaborative approach will help drive the next phase of customer and data-led growth for our brands.”

Endeavour Group holds 43.5% of Australia’s liquor retail market share, mostly through Dan Murphy’s and BWS, plus online retailers Langton’s and Cellarmasters. Coles Group (Liquorland, First Choice Liquor Market, and Vintage Cellars) has 17.1%; Metcash (IGA Liquor, Cellarbrations, The Bottle-O, and Thirsty Camel), 10.4%

“We’ve been lucky enough to work with Dan Murphy’s before, and it’s a relationship we genuinely treasured. So to partner now with Endeavour across both Dan Murphy’s and BWS is a real privilege. These are retail brands that sit at the heart of how Australians come together, the barbecues, the birthdays, and the Friday knock-offs. The team at Endeavour are seriously ambitious business people, and we are delighted they’ve trusted us to help write the next chapter,” added Margie Reid, CEO of Thinkerbell.

Thinkerbell will take the reins on creative work Endeavour Group’s retail brands, working alongside Endeavour’s production partner, Plus Also Studios, to deliver end-to-end creative and production services.

Thinkerbell will commence work with Dan Murphy’s and BWS in August.