Here Are the 4 Finalists in Brown-Forman’s Media Review

Global spending totals $100 million annually

Four agencies are preparing for final presentations in Brown-Forman's global review of its media business.

Beyond the incumbent—UM—the contenders are Maxus, MediaVest and Zenith Media, confirmed Russel Wohlwerth, principal of External View Consulting Group, the Los Angeles-based consultancy managing the search.

Brown-Forman, whose top brands include Jack Daniels, Finlandia and Southern Comfort, spends about $100 million in media worldwide each year.

MediaVest and Zenith are units of Publicis Groupe, Maxus is part of WPP Group, and UM is owned by Interpublic Group.

The final four emerged from a broader field of six that met with Brown-Forman executives in late September and early October. Sources identified the other shops as OMD and MediaCom.

The final pitches will take place in three weeks at Brown-Forman's headquarters in Louisville, Ky., according to sources. A selection is expected in December.