DMB&B will resign its Teacher’s Whisky account to take on the new
pan-European Southern Comfort and Jack Daniels business, which together
will spend at least pounds 10 million above the line.
After an all-day strategic pitch, the agency beat J. Walter Thompson and
Bates Dorland in the final round of the competition for the
Brown-Forman-owned brands, which are distributed in the UK by IDV.
The brands spent nearly pounds 5 million between them in the UK last
Jack Daniels’ creative work originated from the US, with media by
Western International, while the full-service Southern Comfort account
was held by Court Burkitt and Company.
Brown-Forman has not had a pan-European agency before. Bob Krall,
vice-president for the UK, Ireland and Holland, said: ’We are striving
for one vision, not necessarily a single creative execution, but we need
to set a course for Europe.’
The pan-European account will be run from the London office of DMB&B,
which already handles the Southern Comfort below-the-line business
through its sales promotion arm, IMP. Media is expected to move to the
Krall praised Court Burkitt’s current campaign for Southern Comfort but
he commented: ’Court Burkitt will be phased out, although the timing has
still to be determined.’