Special London Expands Vinarchy Partnership to Include Jacob’s Creek

​Special London has expanded its relationship with global wine company Vinarchy, adding Jacob’s Creek to its remit alongside Hardys.

The extended partnership will see Special London lead both strategic and creative responsibilities for Jacob’s Creek globally, adding to its work on Hardys, as Vinarchy looks to strengthen the distinct roles of its portfolio brands in an increasingly competitive category.

Special was originally appointed as global creative partner for Hardys following a competitive pitch, where it is developing the new brand platform. The expansion to include Jacob’s Creek reflects Vinarchy’s confidence in Special’s ability to shape culturally resonant brand platforms that drive both differentiation and long-term growth.

For Jacob’s Creek, the focus will be on communicating the evolved brand positioning, with a view to reinforcing its role as one of the world’s most recognised and enjoyed wine brands that brings consumers together, while unlocking new relevance with modern audiences.

​David Day, chief creative officer at Special London, says, “The exciting thing about an iconic brand like Jacob’s Creek is the opportunity to keep evolving it in fresh and unexpected ways. It already has incredible recognition and affection around the world - our job is to build on that and help reintroduce the brand in a way that feels contemporary, distinctive and culturally relevant.”

Camille McKay, global brand director (Jacob’s Creek), Vinarchy, adds, “Our partnership with Special Group reflects our belief in the power of bold strategic and creative thinking in building globally relevant brands. Expanding our relationship to include Jacob’s Creek is a natural next step as we continue on our mission to drive category growth by investing in distinctive, long-term brand platforms that can connect with consumers around the world.”

The appointment will see Special Group London lead work across comms strategy, platform development and global campaign creation, with outputs spanning multiple markets including the UK, Australia, Canada and other key international markets.