Brown-Forman Launches Global Creative Review for Most Brands, Including Jack Daniel’s

By Erik Oster 

American-owned spirits and wine company Brown-Forman, whose brands include Jack Daniel’s, Woodford Reserve, Canadian Mist, Korbel, Finlandia, El Jimador and Chambord, has launched a review of its global creative agency of record relationships.

A spokesperson for Brown-Forman confirmed the company is reviewing its global creative agency of record relationships across most of its brand portfolio, including its largest brand, Jack Daniel’s.

“I believe we are at a pivotal moment in time as we seek to deliver the next generation of growth for our brands,” Brown-Forman chief brands officer Mark McCallum said in a statement.

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

Arnold’s recent advertising for the brand has focused on the brand’s hometown of Lynchburg, Tennessee.

Brown-Forman spends around $60 million on measured marketing globally, according to global research company Comvergence.