SANTA ROSA, CA: Windsor Vineyards has named Hot Paper Lantern as its agency of record after conducting a competitive review this summer.
The Sonoma County, California-based winery issued an RFP in late June, according to Kate Eckert, Windsor’s brand manager. Presentations were held in July, and Hot Paper Lantern signed the contract with Windsor on August 1. Eckert sent an RFP to six firms before choosing three to pitch.
She added that there was no incumbent on the account and the winery had not worked with an agency for a long time. Eckert declined to say what other shops pitched for the business or the length of the contract with Hot Paper Lantern, but said she expects it to be a long-term partnership.
Eckert said Hot Paper Lantern’s account is 5% to 10% of the company’s marketing budget.
"I felt they were a very strong strategy-based agency," Eckert said. "I look for a partner that I believe will have skin in the game and who believes in strategy as much as I do. They thoroughly understood my objective and performed to it [in the pitch]. They had the best understanding of the brand and what I was trying to accomplish, as well."
In addition to the company’s 60th anniversary, Hot Paper Lantern will support Windsor activities for the holiday season, she said.
"In the wine industry, especially direct-to-consumer, most of the business is done in October, November and December. We call it OND," said Eckert. "That’s why we’re launching a campaign so late in the year. We are going into a busy season with a campaign about celebration."
The agency is also promoting Windsor’s custom label program and helping with the consumer rollout of its bottle engraving program, which is currently only offered to wine consultants. The agency will also coordinate Windsor’s CSR efforts.
"We will be working across all channels initially," Eckert said. "We want to start seeing some brand presence in gifting guides, like ‘the top 15 gifts for dad for Christmas’ sort of thing. Gifting guides are a huge part of this."
She added that the company will also branch out beyond the wine industry and grow its presence on social media.
Hot Paper Lantern VP Matthew Panichas will lead a four-person team working on the account.
The Windsor brand is owned by Vintage Wine Estates, a privately held company that owns estates and brands in Santa Rosa, California including Clos Pegase, Cosentino Winery, Girard Winery and Viansa Sonoma.
Hot Paper Lantern also said that it began working with EBANX, a Brazil-based financial payments firm, on July 1 after winning a competitive RFP. EBANX provides local payment methods in Brazil, Mexico, Argentina, Chile, Columbia, Peru, Ecuador and Bolivia. The agency will grow awareness of EBANX with U.S. media and industry influencers.