Brown-Forman Launches Media Agency Review

Spirits marketer Brown-Forman has launched a media agency review, the company confirmed Friday.

The incumbent is UM, part of IPG Mediabrands, will defend the assignment, which it has held for the last decade.

Brown-Forman spent $52 million on ads in 2013 according to Kantar.

“We are conducting a review that will be completed later this year,” a Brown-Forman rep said. “UM is participating.”

The rep said the decision to review was a matter of “due diligence” given that it’s been 10 years since the last formal media agency review.

“We’re not dissatisfied” with UM’s performance, the rep added. “But we need to make sure we are up to date with what the media landscape looks like and getting the service we need.”

Brown-Forman brands include Jack Daniels, Southern Comfort and Finlandia.

The company reported fiscal 2014 net sales of more than $3.9 billion, up 4%. 

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