Brown-Forman hires WCRS for Southern Comfort UK account

WCRS has won Brown-Forman's £4 million Southern Comfort

account following a pitch against the fellow Havas agency Partners

BDDH.



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

year.



The spirits brand parted company with Mother in July - after only five

months of working together - following disagreements about creative

strategy.



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

repitch.



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.