Published on: July 29, 2026
Endeavour Group has appointed Thinkerbell as its lead brand strategy and creative partner for retail brands Dan Murphy’s and BWS, following a review of its creative agency model.
The appointment comes after the company concluded its evaluation of creative partners and marks a new chapter for the retailer’s brand and marketing strategy. Thinkerbell will oversee brand strategy and creative responsibilities for both Dan Murphy’s and BWS, working alongside Endeavour Group’s production partner, Plus Also Studios, to deliver integrated creative and production services.
The agency is scheduled to begin working with the two retail brands in August, supporting Endeavour Group’s focus on customer engagement and data-led business growth.
Commenting on the partnership, Catriona Larritt, Chief Customer Officer at Endeavour Group, said: “We are thrilled to appoint Thinkerbell to lead brand strategy and creative work for Dan Murphy’s and BWS. Throughout the review process, Thinkerbell stood out for their unique blend of ‘measured magic’, and combining rigorous consumer insight with outstanding creative ambition.
“Their model is perfectly aligned with our strategic vision, and we are confident that their collaborative approach will help drive the next phase of customer and data-led growth for our brands.”
Margie Reid, CEO of Thinkerbell, also shared her thoughts on the collaboration: “We’ve been lucky enough to work with Dan Murphy’s before, and it’s a relationship we genuinely treasured. So to now partner with Endeavour across both Dan Murphy’s and BWS is a real privilege. These are retail brands that sit at the heart of how Australians come together, the barbecues, the birthdays, and the Friday knock-offs. The team at Endeavour are seriously ambitious business people, and we are delighted they’ve trusted us to help write the next chapter.”
The partnership further strengthens Thinkerbell’s presence in the Australian retail sector as it expands its portfolio of integrated brand and creative partnerships.
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