Jack Daniels' owner to decide on below-the-line shop

LONDON - Brown-Forman is looking to appoint a below-the-line agency for its Jack Daniels and Southern Comfort brands in the UK.

The decision follows speculation earlier this year that the company was searching for an above-the-line agency. However, a creative agency review has not yet taken place.

Both brands have been using above-the-line activity over the past year. Jack Daniels launched a railway and press campaign, while Southern Comfort has been running TV ads by Arnold Worldwide.

At the end of last year, Southern Comfort also hired WWAV Rapp Collins North to develop a digital drive targeting 18- to 29-year-old men.

Last summer, the company appointed Universal McCann to its £100m global media account. In the UK, the Jack Daniels media account was previously held by Universal's sister Interpublic Group agency, Initiative Media. The Southern Comfort business moved from MediaVest.

This realignment follows a change in Brown-Forman's UK and US marketing and distribution contracts. After 17 years with Guinness UDV, Brown-Forman gave its UK account to Bacardi-Martini.

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