Jack Daniel’s Parent Company Brown-Forman Names Energy BBDO as Global Creative Agency of Record


Brown-Forman, the parent company of popular whiskey brand Jack Daniel’s recently concluded a review. The company was in search of a global creative agency of record and they awarded their account to creative agency Energy BBDO.

About the review

Jack Daniel’s parent company Brown-Forman started the reviewing process for a global creative agency in July. The review was finally concluded very recently and Energy BBDO was awarded the account. The review was said to be very competitive with the incumbent agency participating in the review. Before Energy BBDO was awarded the account, creative agency Arnold was handling the account. They handled the account for Jack Daniel’s since 2001 when they won the account from Simmons Durham. Simmons Durham handled the account since 1985. After establishing a St. Louis office following the acquisition, Arnold transferred the account to its Boston headquarters in 2006.

Asides the incumbent Arnold, other powerhouse creative agencies participated in the review. Creative agencies like Cramer-Krasselt, FCB Chicago and Grey, were said to have participated in the review.

About the Appointment

As Brown-Forman’s creative agency of record, Energy BBDO will serve as global creative lead across the majority of Brown-Forman’s portfolio. They will handle the company’s brands like El Jimador, Old Forester, Tequila Herradura and Woodford Reserve, in addition to Jack Daniel’s. Energy BBDO’s partnership with Brown-Forman begins immediately, with the agency’s first work expected in 2020. This is a big win for the creative agency seeing as Brown-Forman spends an estimated $60 million on measured media globally per year, according to data research company COMvergence

Brown-Forman and Energy BBDO Speak on the Appointment

Brown-Forman chief brands officer Mark McCallum spoke about its new creative agency. He called Energy BBDO “a world-class creative agency” that will be an invaluable partner as they continue to expand the global footprint of their growing portfolio of brands.”

Energy BBDO president and CEO Tonise Paul spoke about the appointment. He stated that the agency could not be more thrilled to join forces with Brown-Forman. Paul described the company as an amazing, storied company of extraordinary brands with an equally extraordinary culture. He stated that the agency can’t wait to partner with them to fulfil the great future potential of their iconic, world-class brands.


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