The global arm of UM has lost out on the $100 million Brown-Forman pitch to MediaVest, opening up the possibility that the local account will be moving too.
According to Nielsen estimates, the local account is worth $2.3 million locally as part of the $100 million the brand spends globally.
It is understood there is a high possibility the account will move from UM to Starcom MediaVest locally, although local CEO Chris Nolan declined to comment on the developments.
The global review had been called for in late September, with the gloabl offices of UM, Maxus, MediaVest, and Zenith Media pitching in Brown Forman's headquarters in Kentucky.
It is believed that local agencies did not pitch directly for the local account as part of the global review, but they did provide pricing data to their respective head offices.
Popular brands under the alcohol stable include Jack Daniels, Finlandia, and Southern Comfort.
If it does move, it is thought it would move in Q1 next year.
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