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
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
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.’