Alcohol company Brown-Forman Australia has hired STW-owned shop Tribe as the below-the-line agency for its Tennessee whiskey brand Jack Daniel's.
Tribe adds Jack Daniel's to the Brown-Forman brands it already handles, including Southern Comfort. The agency won the account following a pitch.
The agency will take on retail advertising, consumer sales promotions, in-store display and creative development for Jack Daniel's. Tribe will also work on Jack Daniels' music program The JD Set, and Jack's Birthday.
Jack Daniels' brand manager Natalie Accari said: "We believe the team at Tribe will enable us to continue to bring innovative and premium below-the-line solutions to the liquor industry while driving the success of the Jack Daniel's brand in Australia."
Tribe chief executive Mark Rodgers said: "To now have the opportunity to work with such an iconic brand as Jack Daniel's is extremely rewarding and a testament to John Georgas' leadership of our promotional group and the entire team's demonstration of powerful creative thinking and innovative approach to below-the-line activation."
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