Jack Daniel’s Parent Company Brown-Forman Names Energy BBDO as Global Creative Agency of Record

Energy BBDO will serve as global creative lead across the majority of Brown-Forman’s portfolio, including El Jimador, Old Forester, Tequila Herradura and Woodford Reserve, in addition to Jack Daniel’s. Brown-Forman spends an estimated $60 million on measured media globally per year, according to data research company COMvergence.

The assignment concludes a review launched in July, which also included Arnold, the incumbent agency on the Jack Daniel’s account, as well as Cramer-Krasselt, FCB Chicago and Grey, according to sources with knowledge of the review.

Arnold has led creative for Jack Daniel’s since acquiring Simmons Durham in 2001. Simmons Durham had handled the account since 1985. After establishing a St. Louis office following the acquisition, Arnold transferred the account to its Boston headquarters in 2006.

In a statement, Brown-Forman chief brands officer Mark McCallum called Energy BBDO “a world-class creative agency” that “will be an invaluable partner as we continue to expand the global footprint of our growing portfolio of brands.”

“We could not be more thrilled to join forces with Brown-Forman. They are an amazing, storied company of extraordinary brands with an equally extraordinary culture,” added Energy BBDO president and CEO Tonise Paul. “We can’t wait to partner with them to fulfill the great future potential of their iconic, world-class brands.”

Energy BBDO’s partnership with Brown-Forman begins immediately, with the agency’s first work expected in 2020.