Brown-Forman signs VML Commerce as below-the-line agency
Brown-Forman, owner of alcoholic brands including Jack Daniel’s and El Jimador, has appointed VML Commerce as its integrated below-the-line agency of record following a competitive pitch process.
VML Commerce, WPP’s creative commerce company, will be responsible for delivering end-to-end solutions for Brown Forman’s key retail on on-premise partners – including promotions, shopper marketing, localised creative work and channel strategy.
The team will aim to improve Brown-Forman’s position in a competitive liquor market, and assist in diversifying its offering to evolve with customer preferences.
“We need a partner that’s going to help us think against the grain, both strategically and creatively,” said Brown-Forman’s marketing director, Oliver Dickson.
“VML Commerce has demonstrated that they understand how to strategically position key products within our portfolio of brands, while doing so with innovative, best-in-class executional thinking.
“We’re excited to create standout work together in 2024.”
VML Commerce’s managing partner, Belinda Webb, added: “It feels quite special to reconnect with Brown-Forman, one of the first accounts I had the privilege to work on, nearly two decades later.
“I can’t wait to see us deliver breakthrough creative that breaks the BTL mould for these incredible brands.”
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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