The Brown-Forman liqueur brand has begun contacting agencies but has yet to compile a pitchlist. Creativebrief is helping to run the process.
The winning agency will be tasked with handling direct and experiential work in the UK, as well as some digital, press and outdoor campaigns. There is no incumbent.
Southern Comfort is keen to augment the success it has had in recent years with its TV advertising.
Wieden & Kennedy New York is the brand’s global agency of record and created its "whatever’s comfortable" positioning. W&K London works on the UK account. Both shops are unaffected.
Brown-Forman did not respond in time to comment.