Art of the Possible wins Wine Society brief

The agency will use paid social, creator content and a test-and-learn approach to attract prospective members and establish social media as a scalable acquisition channel for the member-owned wine co-operative.

Art of the Possible has been appointed by The Wine Society as its digital customer acquisition and paid media partner following a competitive pitch.

The partnership will focus on introducing The Wine Society to audiences who share an interest in wine, food, discovery and quality but may not yet be familiar with the organisation or its membership model. The strategy will prioritise attitudes and interests over age alone, while exploring opportunities to attract younger consumers.

Art of the Possible develops The Wine Society's acquisition strategy

Founded in 1874, The Wine Society is one of the UK's established wine retailers. The agency's remit is to expand its reach among prospective members and convert interest into membership.

The initial programme will combine paid activity on Meta platforms with creator and influencer content and social-first creative. Art of the Possible will test audiences, messaging and conversion routes, using live campaign performance to inform ongoing optimisation.

Paid social campaign focuses on measurable membership growth

The partnership aims to establish paid social as a measurable channel for customer acquisition rather than focusing solely on reach and awareness. By bringing paid media, creative development and creator expertise together, Art of the Possible will use campaign insights to refine its approach and improve conversion.

Adam Mills, Head of Membership & Experience at The Wine Society: "We were looking for a partner that could really get under the skin of The Wine Society – not just understanding our brand and our members, but how we work as a business and what we're trying to achieve.

"Art of the Possible impressed us with the combination of creativity and commercial rigour they brought to the brief. Their approach is rooted in testing, learning and optimising, with a clear focus on what will genuinely drive acquisition rather than simply generating reach.

"They also bring paid media, creative and creator expertise together in a really joined-up way. We're excited to work with the team to introduce The Wine Society to new audiences and explore the role paid social can play in the next phase of our growth."

Agency combines creative and commercial expertise

Kat Patterson, Managing Director , Art of the Possible: "The Wine Society is exactly the kind of brand we love working with. It has incredible heritage, trust and substance, but also a huge opportunity to introduce itself to people who may love wine but simply haven't realised yet that The Wine Society is for them.

"What makes the brief particularly exciting is the opportunity to connect brand discovery and creativity directly to commercial growth. We can test, learn and understand what actually changes behaviour, rather than chasing vanity metrics.

"It's also a brilliant fit for the way we work – insight in mind, creative at heart, with paid, social and creators working together rather than in silos. We can't wait to get started."

The appointment adds to Art of the Possible's business across the food, drink, retail and consumer sectors, reflecting the agency's focus on social-led campaigns that link creative execution with commercial outcomes.

www.artofthepossibleagency.com

www.thewinesociety.com

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