Jack Daniel's seeks agency for integrated brief

Jack Daniel's, the Brown-Forman whiskey brand, is on the hunt for an agency to handle below-the-line activity.

The integrated brief is understood to include digital, customer relationship marketing, experiential and shopper marketing work.

The review is being run through Creativebrief.

Arnold Worldwide currently handles global creative work for Jack Daniel’s. 

In November, the brand launched an out-of-home campaign by Arnold Worldwide to promote the launch of its Tennessee Fire variant.

It featured a 2D installation of the bottle protruding out of billboards in London and Manchester.

In the UK, Critical Mass works on Jack Daniel’s digital activity. Starcom Mediavest Group handles its global media planning and buying.

In 2014, Jack Daniel’s hired Splendid Communications to help launch a campaign reminding people of the brand’s ties to music. 

Jack Daniel’s declined to comment.

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