Brown-Forman Corporation has confirmed that Energy BBDO will be the new global creative agency of record for the majority of its global brand portfolio, including Jack Daniel’s, Woodford Reserve, Tequila Herradura, el Jimador, and Old Forester.
Among the incumbents was Arnold, part of Havas, which has served as creative agency for Jack Daniels.
“I believe we are at a pivotal moment in time as we seek to deliver the next generation of growth for our brands,” stated Mark McCallum, Chief Brands Officer, Brown-Forman. “Energy BBDO is a world-class creative agency, and will be an invaluable partner as we continue to expand the global footprint of our growing portfolio of brands.”
For BBDO the win is second piece of new business awarded in the last couple of weeks. Earlier its Atlanta office won a piece of the Bayer Crop Science Marketing business.
The appointment came after a review managed by agency search consultancy, AAR Partners.