Treasury Wine Estates Announces Leadership Team for In-house Creative Agency


This week, Treasury Wine Estates (TWE) officially launches its in-house creative agency, ‘Splash’, which will be led by talent from some of Australia’s leading agencies.

True to its name, the Melbourne-based agency seeks to create disruptive work across the Treasury and Penfolds brand portfolios.

Phil van Bruchem and Tom Opie join the team as creative directors. Phil leaves CHEP where he worked as creative director on Flybuys, Officeworks and 7-Eleven, including the notable launch of Coffee Body Scrub, while Tom hails from Tennis Australia where he led internal creative through involvement in tennis and the Australian Open. .

Phil and Tom bring a wealth of experience having worked at some of Australia’s most notable creative agencies. Previously together at BWM Dentsu (now Dentsu Creative), they produced a series of memorable works on Toyota, Deliveroo, Kmart, Dr. Oetker and the Queensland Police. Along the way, their work has been internationally recognized at all major international and local award ceremonies, including Cannes, D&AD and One Show.

In addition, the agency is proud to announce the arrival of Faye Collay as Operations Manager. Beginning her career as a Project Manager, Faye has an incredible pedigree leading operational client solutions for WSA Online, Swish Group, Wunderman, Leo Burnett, TBWA, Cummins&Partners and now TWE. Her incredibly diverse skillset has seen her work on such renowned brands as ANZ, Jeep, Mumm, Adidas, Ford, Jacobs Creek and Vodafone. As a founding partner of Cummins&Partners, Faye was instrumental in developing the operational processes that helped make it the cohesive, integrated and multi-award winning agency it is today.

The internal Treasury agency is headed by Elsa Beaumont, who spent three years working with TWE at Wunderman Thompson. Previously in the US for 6 years, she helped establish Mother Los Angeles and throughout her career has worked for a range of brands including Westpac, Samsung, Target, L’Oreal and Origin Energy.

In addition to the team, the in-house agency has also recruited Marni Burger as Lead Designer, Annie Mcbrearty as Embedded Producer, Bianca Koffman as Senior Embedded Producer, Luri Rasak and Chris Beechey as Media Marketers. , and also did internal promotions for Ben Oliver as Senior Director of Digital Media and Scott Swindells as Social Marketer and Research.

Elsa says, “I’m excited about the brilliant talent we’ve brought to our team. I couldn’t be happier to have Tom, Phil, Faye and Ben as partners to run the in-house agency. They are all exceptional talents who bring so much experience and energy. We are already working on some great briefs and look forward to creating impactful work across Treasury Premium and Penfolds brand portfolios.

In establishing the new in-house agency, Treasury Wine Estates worked with marketing transformation consultancy, Iution, to design and build an in-house offering, encompassing creative, production, digital media, data and of technology.

The in-house agency is in the final stages of recruiting roles for its team, with the following roles still open for application – designer and finished artist.


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