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Universal wins pounds 100m Brown-Forman media.(Universal McCann, Brown-Forman Corp.)(Brief Article)
Universal McCann has won the pounds 100 million global media account for Brown-Forman, the US distillery group behind brands including Jack Daniels and Southern Comfort.
It is understood Universal won the account following a competitive pitch held at Brown-Forman's headquarters in Louisville, Kentucky.
In the UK, the Jack Daniels media account moves into Universal from its sister IPG agency, Initiative Media. The Southern Comfort business moves from MediaVest.
This realignment follows a change in Brown-Forman's UK and US marketing and distribution contracts. After 17 years with Guinness UDV, Brown-Forman gave its UK account to Bacardi-Martini. Universal is Bacardi's media agency of record.
The new marketing and distribution arrangement came into effect in August and allowed Brown-Forman to sell its brands direct to the trade using Bacardi's warehousing and logistics channels.
The deal gave Brown-Forman cheaper distribution and full control over the pricing of its brands, while Bacardi benefited from being in a stronger position against Guinness UDV's ...
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