Southern Comfort ads under pan-Euro review

Brown-Forman, the owner of the Southern Comfort, Jack Daniel’s and Forrester 1870 brands, has called a pan-European creative and media review of its advertising.

Brown-Forman, the owner of the Southern Comfort, Jack Daniel’s and

Forrester 1870 brands, has called a pan-European creative and media

review of its advertising.



Court Burkitt and Company, the UK incumbent on Brown-Forman’s biggest

brand, Southern Comfort, will present new ideas for the brand in an

initial pitch against a number of other agencies, thought to include J.

Walter Thompson, Young and Rubicam and Ammirati Puris Lintas. The

expected budget for the pan-European Southern Comfort account is pounds

10 million.



Tony Scouller, the marketing director of IDV, which distributes the

brands in the UK, said: ’Brown-Forman is considering the possibility of

a pan-European agency alignment.’ The UK is the biggest market for

Southern Comfort in Europe, followed by Germany and Greece.



Brown-Forman took over complete financial and creative control of its

brands last year, and industry sources suggest that the company has been

frustrated by the lack of success for Southern Comfort in markets

outside the UK.



The global creative work for Jack Daniel’s, which is not included in the

initial pitch, is carried out by a US agency, Simmons Durham, although

media in the UK is planned and bought by Western International

Media.



Court Burkitt, which handles Singapore Airlines across Europe and is a

member of the Alto group of agencies, will be hoping that it can effect

a similar deal on Southern Comfort.



Hugh Burkitt, the chairman of Court Burkitt, said: ’We would like to

help Brown-Forman to develop its advertising across Europe.’



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