DMB&B wins Southern Comfort

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LONDON -- Brown-Forman Beverages Worldwide, based in Louisville, Kentucky, has tasked D'Arcy Masius Benton & Bowles, London, with developing the first pan-European advertising strategy for the Southern Comfort brand.

DMB&B came out on top in a contest that pitted it against J Walter Thompson, London and Bates Europe, London for the $10m-$15m assignment as agency of record for Southern Comfort in pan-European markets.

Previously, the liqueur's advertising in Europe was handled by the U.K.'s C.B.C. and Germany's Scholz & Friends, part of the Bates Worldwide network, plus a variety of media buying agencies. The biggest European markets for the drink are the U.K. and Germany, followed by Greece.

"There were various ad campaigns developed by various agencies for various markets," says Phil Lynch, vice-president, director of communications at BFBW. "But we decided six months ago that we needed to develop a pan-European strategy. DMB&B will review existing campaigns and continue with what works but develop a focus that links the brand's imagery throughout the European market."

In short, says Robert Krall, London-based vice president of BFBW's Core Markets Group, "DMB&B is charged with developing a long-term vision and plan to move Southern Comfort forward in the pan-European market." The agency will work closely with BFBW's agents and enterprises in each market, he says.

Copyright July 1997, Crain Communications Inc.

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