MediaVest Wins Brown-Forman Global Media Account

Publicis Groupe Shop Beats Incumbent UM

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Jack Daniel's Tennessee Fire is going national.
Jack Daniel's Tennessee Fire is going national.

Liquor giant Brown-Forman has selected MediaVest as its new global media agency after a review, according to people familiar with the situation.

The Publicis Groupe agency will replace incumbent Interpublic-owned UM, which participated in the review. Other agencies that pitched include Publicis Groupe's ZenithOptimedia and WPP's Maxus. UM had held the account for more than 10 years.

A Brown-Forman spokesman did not respond to calls and emails seeking comment on deadline. Executives at UM did not immediately respond to messages left seeking comment. MediaVest referred calls to the client.

Brown-Forman, which owns Jack Daniel's Tennessee Whiskey, Southern Comfort and Finlandia, among other brands, spent $52 million on measured media in the U.S. in 2013, according to Kantar Media.

The company on Wednesday lowered its profit outlook for the year, citing currency headwinds as a result of a strong dollar. For the quarter ending Oct. 31, Brown-Forman grew net sales by 5% to $1.1 billion. Ad expenses jumped 11% to $123 million. The company also announced plans to for a national launch of the Jack Daniel's Tennessee Fire line extension that it had been testing regionally.

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