Smirnoff appoints JWT Sydney for Asia-Pacific brand brief

The WPP network is already Smirnoff's global partner where the business is based in New York. The appointment is thought to align the Asia-Pacific region to create efficiencies in strategy and work.

JWT Sydney is set to commence work on a multi-platform campaign immediately.

Noel Magnus, CEO of JWT Australasia, said: “This is a significant coup for our Sydney office. To be entrusted with creating the communication platforms for this genuinely iconic brand across the region is both an honour and a great responsibility.”

In October, Smirnoff rolled out its new through-the-line global campaign, “Be there”, in Ireland, having launched previously across the US, UK, Brazil, Venezuela, Canada and Australia.

Developed by JWT New York, the campaign aims to progress beyond linear ad campaigns to a series of global and local events to engage consumers.

In February, Smirnoff Australia launched a 1920s Hollywood-inspired digital campaign to promote the brand at a time when the Australian government has imposed a taxation on booze mixers akin to the restrictions issued during the Prohibition era.