Brown-Forman appoints Iris for Fetzer work

American wines and spirit company Brown-Forman has appointed Iris to handle the integrated marketing account for sustainable wine brand Fetzer.

Iris won the account following a four way pitch and will handle brand strategy, creative development and activation activity this year.

The agency’s first work will be an integrated campaign targeting ‘earth friendly enthusiasts’ and premium wine drinkers this spring. Activity is likely to include press, digital and sales promotion.

Californian wine Fetzer is one of two, alongside Bonterra Vineyards, ethically focused products under the Brown-Forman umbrella.

Iris currently works on marketing communications for a number of brands in the Brown-Forman portfolio including Jack Daniel’s, Southern Comfort and Finlandia Vodka.

The agency recently scooped Volkswagen’s commercial vehicles integrated marketing business, estimated to be worth £8m.

The win follows the appointment of former TBWA chief Paul Bainsfair to the new role of European chief executive of the Iris network in January. Bainsfair is to lead the network’s expansion plans in the region.


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