F.Y.I.

Tribe awarded Jack Daniel’s account

STW’s Tribe has been awarded the below-the-line account for beverage brand Jack Daniel’s.  

The announcement:

June 28, 2011 –

Brown-Forman Australia has appointed STW’s active engagement agency Tribe as the below-the-line agency for its leading brand, Jack Daniel’s, following a competitive pitch earlier this year.

Tribe will be the exclusive agency for the leading beverage brand in Australia, delivering on key below-the-line initiatives including retail advertising, consumer sales promotions, in-store display solutions and creative development.

Tribe will play a pivotal role in driving key marketing platforms through the line, focusing solely on delivering best in class BTL solutions that will support the Jack Daniel’s music program The JD Set, and Jack’s Birthday. The Jack Daniel’s brand will also introduce a new mixability program that the agency will help launch over summer.

Tribe’s CEO, Mark Rodgers, said the appointment was a great opportunity for Tribe. “We have really enjoyed driving sales for Brown-Forman’s Southern Comfort brand through innovative and effective promotional initiatives over the past 12 months,” said Rodgers. “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,” he added.

Tribe’s Head of Promotions John Georgas said that Tribe’s work for Jack Daniel’s was a great demonstration of the breadth and depth of exciting initiatives that Tribe can deliver on in the future. “It’s an all encompassing program, utilising our specialist expertise and extensive experience to ensure the brand consolidates and strengthens its leading position across all below the line consumer and retail touch points,” said Georgas. “We are strongly committed to generating outstanding results for the world’s finest whiskey.”

Brand Manager for Jack Daniel’s, 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.”

The appointment follows the recent launch of Tribe’s new look and feel for the agency and the consolidation of its key service offerings to consumer and trade engagement.

Tribe is part of STW Group, Australia’s leading marketing content and communications services group.

Source: STW Group press release

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