Liquor producer Brown-Forman has appointed VML Commerce as integrated below-the-line agency of record in Australia, after a competitive pitch process that concluded in November.
VML Commerce will be responsible for end-to-end creative commerce solutions for Brown-Forman’s key retail and on-premise partners, stretching from promotions, shopper marketing, channel strategy and localised brand creative work.
Brown-Forman portfolio of brands includes the Jack Daniel’s range, as well as strong growth brands like El Jimador and Woodford Reserve.
Oliver Dickson, Brown-Forman marketing director, said the brand is excited to create standout work with VML Commerce in 2024.
“We need a partner that’s going to help us think against the grain both strategically and creatively. 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," Dickson said.
Belinda Webb, managing partner at VML Commerce, said it feels quite special to reconnect with Brown-Forman one of the first accounts he had the privilege to work on, nearly two decades later.
"Belinda keenly anticipates the transformative creativity that the partnership will bring about, setting a new standard for below-the-line marketing," Webb said.
"I can’t wait to see us deliver breakthrough creative that breaks the BTL mould for these incredible brands."
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