Jack Daniels still thehouse drink of choice
Jack Daniel’s Tennessee Whiskey’s UK through-the-line account has been retained by Bath-based agency thehouse. Brown-Forman Corporation, the firm behind the brand, heard proposals from five undisclosed agencies, following an extensive review of its UK activity.
Thehouse has worked with the firm (based in Louisville, Kentucky) for six years, on a number of high-profile campaigns, the most recent of which was “Mr Jack’s Birthday Celebrations”. The campaign, which was developed to commemorate Jack’s Birthday for all 30 days of his birth month of September, involves Web design, teaser and promotional advertising, on- and offtrade consumer promotions and trade communications programmes.
Commenting on the appointment, Sophia Angelis, Marketing Manager at Brown-Forman, said: “I am thrilled that this relationship will continue and that thehouse remains an important part of the team.”
Thehouse also handles the company’s duty-free programmes, consumer activity for Ireland and promotions for the global brand team at the US head office.
MD of the agency, Graham Massey, enthused: “Anyone who knows this agency understands how important we view our relationship with Brown-Forman as being and the brand success we have helped to deliver.” Thehouse is the only UK agency that is allowed to produce advertising collateral for the Jack Daniel’s brand.
Thehouse has also created an advertising and consumer marketing campaign to promote the new music policy of Wiltshire’s GWR FM. The activity revolves around a “pick and mix” theme.