DMB&B drops Teacher’s for IDV brands

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.

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

year.



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

Media Centre.



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.’



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