MediaVest scoops Southern Comfort

MediaVest is understood to have won the pounds 3 million Southern Comfort media planning and buying after a two-way pitch against Western International Media.

MediaVest is understood to have won the pounds 3 million Southern

Comfort media planning and buying after a two-way pitch against Western

International Media.



According to media owner sources, MediaVest has started work on booking

campaigns for the Southern Comfort brand, which is owned by Brown-Forman

but marketed and distributed in the UK market by IDV.



Media for the Southern Comfort account was previously handled by the

full-service agency, Court Burkitt and Company. Burkitts had held both

the creative and media business for the brand, but lost its hold on the

creative account last summer when the pan-European business moved into

DMB&B.



It emerged at the time that Burkitts was due to relinquish its hold on

the media account by 1 February this year.



MediaVest, DMB&B’s sister media shop, and Western, which handles media

for Brown-Forman’s Jack Daniels brand, were both in the frame for the

media planning and buying business.



However, media owners confirmed this week that MediaVest has already

held conversations about the next round of advertising activity for the

brand.



The decision to award the Southern Comfort account to MediaVest is seen

as a move by Brown-Forman to take closer control of its advertising as

IDV undergoes a radical transformation.



As part of the new Diageo conglomerate, the result of the merger between

Grand Metropolitan and Guinness, Grand Met’s IDV is now expected to

merge its marketing activities with the Guinness-owned United Distillers

under a new umbrella company, to be called UDV.



Brown-Forman has also been looking for a more strategic pan-European

approach to its advertising and, following its appointment of DMB&B

across Europe, is now expected to streamline media arrangements.

However, speculation that the Jack Daniels media account is also being

reviewed has frequently been denied.



No-one at Brown-Forman was available and Mediavest refused to comment on

the move as Campaign went to press.



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