Jack Daniel's hires UK agency for digital marketing brief

Brown-Forman whiskey brand Jack Daniel’s is aiming to reinforce its appeal among a younger audience with the appointment of a new UK digital agency to handle the business.

Independent agency Five by Five has been briefed to reassert the brand’s “independent spirit” and will be responsible for all social media strategy and output, digital content creation, as well as working with influencers alongside partner agencies.

It is claimed the agency secured the account “by showing a great understanding of the audience and how to best authentically engage them”.

Jack Daniel’s hired Iris for handle its UK digital marketing account in October 2022, following a competitive four-way pitch, with a brief to evolve and expand its existing brand campaign “Make It Count”.

Launched globally in 2020 and devised by US agency Energy BBDO, Make It Count is designed to deliver the message that people’s lives change when they choose to live boldly and with “purpose” every day.

It is not known how the Five by Five appointment will affect this relationship.

Jack Daniel’s marketing manager at Brown-Forman Camilla Pendleton said: “It was clear from the start that Five by Five not only understood our business and brand, but also our target audience and how to engage them in an authentic and meaningful manner. Their collaborative approach and behaviours are a really good fit for us and we’re excited by what the future holds.”

Five by Five managing director Annabel Mackie added “Jack Daniel’s is a truly iconic brand but in this era, with a younger target audience there are some real challenges to remain relevant. We’re looking forward to overcoming these and delivering some really impactful work with the Jack Daniel’s team – so watch this space.”