Creativebrief is helping the whiskey brand with the pitch, which is in its early stages. Agencies have been contacted and, at the time of writing, some had already held chemistry meetings with the company.
The UK brief asks for an agency to devise a music platform for Jack Daniel’s, which has often looked to highlight its rock ’n’ roll credentials in its marketing.
The pitch does not affect Agency Republic, which won the brand’s UK digital account in 2011 after a pitch; UM London, which handles media; nor Arnold Worldwide, the global creative agency.
Previous music-based campaigns include "JD roots" by Agency Republic and UM London, in partnership with NME.
Jack Daniel’s parent company is Brown-Forman, which also owns Southern Comfort and Finlandia.