Assembled Media wins Penfolds account

Independent media planning and buying agency Assembled Media has been appointed as the Australian media account management agency for Penfolds, following a competitive pitch process.

The win sees Assembled Media take on one of the country’s most recognised luxury wine brands, further expanding its premium client roster.

The pitch process was designed to test agencies’ strategic and planning capabilities, with Assembled Media standing out for its outcome-focused approach, collaborative culture, and proven track record in driving measurable business results.

A shared spirit of craft and collaboration

“Assembled Media emerged successful from a competitive pitch process designed to test agencies’ strategic and planning capabilities,” the company said in a statement.

Reflecting on the appointment, Gareth Nicholls, Managing Director at Assembled Media, said the agency’s philosophy aligns closely with the Penfolds brand.

“Penfolds is built on the power of blending craft, innovation, and legacy to create something truly memorable,” Nicholls said.

“That spirit of collaboration and commitment to lasting impact aligns perfectly with how we approach partnerships. The whole Assembled Media team are absolutely delighted to be working with such an iconic brand, and it’s a privilege to help shape this next chapter.”

Launching with Penfolds’ 2025 Collection

The partnership has already kicked off with the launch of Penfolds’ 2025 Collection Release, developed in collaboration with Treasury Wine Estates’ in-house digital agency, Splash.

“The integration between Assembled Media and Splash has been seamless. It’s been a true partnership from day one, and a strong foundation for the work to come,” Nicholls added.

The appointment represents a significant milestone for Assembled Media, which continues to attract high-profile brands through a mix of senior-led expertise, agile delivery, and a business-first approach to media strategy.

“This is just the beginning,” Nicholls said. “There’s a lot more to come from this collaboration over the next 12 months and we’re excited to be on the journey.”

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