Brown-Forman owned Jack Daniel’s has strengthened its relationship with independent agency Five by Five with the appointment of TSA as the brand’s first dedicated UK influencer shop following a short pitch process.
Five by Five, which picked up the brand’s digital and social media account last year, acquired TSA in September, having worked in partnership for a number of years. TSA’s clients include Drink Me Chai, Laithwaites and Malibu.
Together, they will be responsible for developing an influencer strategy for the total Jack Daniel’s trademark in the UK, which includes Tennessee Whiskey, Flavours (Apple, Honey and Fire), and the Super Premium portfolio.
They have been briefed to build relevance with consumers by showcasing how Jack Daniel’s is like no other, through a community of influencers who match the independent spirit of the brand.
Jack Daniel’s Tennessee Whiskey marketing manager Camilla Pendleton said: “The Five by Five and TSA team have shown us that they have a fantastic grasp of the brand and our ambitions, and this came across in their approach and influencer recommendations.
“They know this landscape well and through their existing strong relationships in the influencer space, have already grown a ‘Friends of Jack’ network that we can’t wait to nurture and build upon. We are very lucky that Jack Daniel’s is a brand that influencers genuinely want to be associated with, which makes for more authentic, longer lasting, mutually beneficial relationships. We can’t wait to get to work.”
Five by Five and TSA marketing director George Roberts comments: “We are proud to extend our remit with the Jack Daniel’s brand.
“Social media and influencers are so intrinsically linked that it now allows us to provide an even more seamless and integrated approach which will not only boost effectiveness but also be more cost effective. You can expect to see some exciting influencer partnerships in the coming months.”
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