Coopers appoints new creative agency

Coopers, Australia's largest independent family-owned brewery, has appointed Special Australia as their creative agency.

Following a reportedly competitive pitch process, Coopers chose Special Australia because they exhibited the knowledge and experience required to forge deeper connections with Australian consumers.

Kate Dowd, National Marketing Manager at Coopers, said campaign material from the partnership is set to be released in time for summer 2023.

"We are so pleased to appoint Special as our creative agency and look forward to working with their experienced team to ensure even more Australians get the opportunity to experience the amazing taste of an ice-cold Coopers beer this summer and beyond," she said.

With the first work from the partnership hitting the market in late 2023, Ryan Fitzgerald, Executive Creative Director at Special Australia, said the collaboration is exciting for both parties.

"With over 160 years of independence, originality and the finest beers in the country—there's a lot to be excited about. We share an ambition with the Coopers team for what creativity can do for this iconic brand and we can't wait to help shape its next chapter," he said.

Lindsey Evans, CEO of Special Australia, said the team at Special were delighted to be successful after an in-depth pitching process.

"We are thrilled to be working with this world-class team to further strengthen this iconic brand's position and bond with Australians."

Coopers retains KWPX, Immediate, Cowan and Corporate Conversation to service its media buying, shopper marketing, packaging design and public relations, respectively.

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