WCRS has won Brown-Forman's £4 million Southern Comfort
account following a pitch against the fellow Havas agency Partners
Brown-Forman, which also owns the US bourbon brand Jack Daniels,
appointed the agency to produce UK work that could subsequently be
adapted for other European markets.
The appointment marks the second change in agency arrangements this
The spirits brand parted company with Mother in July - after only five
months of working together - following disagreements about creative
The review was precipitated by the sale of Simmons Durham, the US agency
that handles advertising for Jack Daniels, to Havas' Arnold Worldwide
earlier this year.
Media buying on the business was not up for review and will remain in
the hands of MediaVest.
Mother had won the business in February following a three-way pitch
against Burkitt DDB and Leo Burnett. The incumbent, D'Arcy, did not
Mother's brief had been to create a campaign for a UK audience, with a
view to adapting it to the Greek and German markets. However, the
relationship ended before any work ran.
The spirits company ran a £3 million television and cinema
campaign by D'Arcy last year that aimed to rejuvenate Southern Comfort's
image by moving away from the emphasis on its heritage.
The brand also had a £1 million sponsorship of the first series of
Big Brother last year. D'Arcy's credits featured a group of flatmates,
one of whom becomes obsessed with the Deep South.