US spirits manufacturer Brown-Forman has shortlisted MediaVest and Western International Media to pitch for its 3.5m Southern Comfort media buying business.
The account was handled on a full service basis in the UK by Court Burkitt & Company, until Brown-Forman called a review of the creative account and consolidated the account across Europe. DMB&B beat J Walter Thompson and Bates Dorland to the business (MW July 17).
Andrew Mallinson, UK marketing director, says media will continue to be handled on a country- by-country basis.
DMB&B Group media agency MediaVest will battle it out with Western International Media, which already handles media buying for Brown Forman’s other main UK brand, Jack Daniel’s.
Creative work for Jack Daniel’s is imported from the US, and will not change, according to Mallinson. He says IDV, the distributor of Jack Daniel’s and Southern Comfort, will be involved in the final decision.
Mallinson says: “Court Burkitt will handle media buying until February 1. There will not be a formal pitch, but a decision will be made by November.”
Brown-Forman is relaunching its premium pre-mixed spirit Street Car in the pub trade.
Cajun Kick and Craw Daddy, which have been withdrawn temporarily after disappointing pub sales and quality control problems on the packaging, will also be relaunched.
Cajun Kick will reappear in time for Christmas, says Mallinson.