We Are Different wins PR duties for Brown-Forman
Brown-Forman, the global spirit business that owns Jack Daniels, has appointed We Are Different as its exclusive PR agency partner across Australia.
The appointment comes after a competitive pitch process with We Are Different to lead earned-first creative across the company’s collection of iconic spirit and ready-to-drink brands, including Jack Daniel’s, Woodford Reserve, El Jimador, Herradura, Benriach, The GlenDronach and Part Time Rangers.
We Are Different’s will lead PR planning, creative and production across the Brown-Forman portfolio, working seamlessly with the company’s media agencies to deliver integrated campaigns across earned, owned and paid channels. The agency’s scope covers traditional PR, influencer, experiential and content.
Senior brand manager at Brown-Forman, Dimitra Tassopoulos, said: “We are excited to work with team Different to find new ways to engage consumers via earned media. The team impressed throughout the pitch process across all success markers. They act like true business partners and understand how earned ideas can help drive brand growth and create cultural cut-through. We’re energised by the partnership and look forward to doing great work together.”
Founder and director of We Are Different, Stuart Terry, said: “From day one we were excited by both the business challenge presented by Brown-Forman, as well as the team’s collaborative approach to agency partnerships. They show real appreciation for earned-first creative, understanding its relevance within the broader marketing mix and ability to drive brand salience, affinity and trial. We’re looking forward to doing things differently together.”
Since launching in June 2019, We Are Different has amassed a client roster that includes Snapchat, helloFresh Group, Big Red Group, hipages Group, Bayer Australia, Kimberly-Clark, Edgewell Personal Care and The Australian Podcast Awards.
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