A year that began bitterly with the loss of Microsoft, is ending sweetly with some Jack Daniels, as MediaVest has landed global media responsibilities for Jack Daniels' parent company Brown-Forman, the spirits company has confirmed.
Brown-Forman, whose other brands include Finlandia and Southern Comfort, spends about $100 million in media worldwide each year. As such, the global win isn't as big as the loss of Microsoft's media business in the U.S., where the company spends more than $620 million annually. Still, taking on an iconic American spirits company is cause to celebrate.
The other finalists in Brown-Forman's review were Maxus, Zenith Media and the incumbent, UM. External View Consulting Group in Los Angeles managed the process.
Final presentations took place last week at Brown-Forman's headquarters in Louisville, Ky. The contenders emerged from a broader field of six shops that the company met with in late September and early October.
MediaVest referred calls to Brown-Forman, which attributed the selection to great chemistry between executives for MediaVest and Brown-Forman.