Fun with Jack

Distiller Brown-Forman has hired a new agency to promote Jack Daniel’s in the UK.

Spring PR and Marketing has bagged the account, which includes promotion of the JD Set – a series of gigs across the country. Spring will also promote the Jack Daniel’s annual birthday event in Tennessee in September.

The boutique agency takes over from Freud Communications. Eulogy! PR and one other agency pitched.

Jack Daniel’s UK brand manager Louise Snowball said Spring was selected because of its ‘insight into the youth market’ and strengths in ‘music and events’.

Pictured are The Pixies’ Frank Black, Elbow’s Guy Garvey and solo artist Richard Hawley at a recent gig.

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