D'Arcy Masius Benton & Bowles has won the pan-European ad assignment for Brown-Forman Beverages Worldwide's Southern Comfort.
The agency bested two other finalists, J. Walter Thompson Worldwide and Bates Europe, for the estimated $10-15 million account. DMB&B will handle creative and all media duties on the account through its London office.
While DMB&B will "work closely with Brown-Forman's agents and enterprises in each market," according to an executive at the distributor in Louisville, Ky., the appointment does not affect agency relationships in the U.S. or other global markets.
Hill, Holliday/Altschiller in New York handles ads for Southern Comfort in the U.S. under the theme "Take it easy." --Michael McCarthy