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Brown-Forman Corporation | Company Profile, Marketing Contacts, Media Spend, Brands




Brown-Forman Corporation is a diversified producer and marketer of consumer beverage products. The company offers super-premium, premium, and developing liquors and wines available globally and regionally. The company markets and sells various categories of products, such as Tennessee, Canadian, and Kentucky whiskies, Kentucky bourbon, California sparkling wine, Tequila, table wine, liqueurs, vodka, rum, gin, and ready-to-drink products.

Main Telephone (502) 585-1100
Main Fax (502) 775-2401
Primary Address
850 Dixie Highway
Louisville, KY 40210-1038
USA

Brown-Forman Corporation Contacts

Contacts (5/107)
Name Title State
Mike K. President - North America KY
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (502) 585-1100
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 850 Dixie Highway
Louisville, KY
40210-1038
USA

Campbell B. President & Managing Director - Old Forester KY
Mark M. Executive Vice President & President - Jack Daniel's KY
Paul V. Chairman & Chief Executive Officer KY
John H. Chief Marketing Officer & Senior Vice President KY

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Canadian Mist ******
Don Eduardo *
Early Times *
Finlandia Vodka *****
Gentleman Jack ******

Agency Relationships


Brand Agency Service From To
******* ********* | ***** AOR - media buying & planning 2014 present
******** ****** ******* *** ********* | ***** AOR - media buying & planning 2014 present
*****-****** *********** ********* | ***** AOR - media buying & planning 2014 present
*****-****** *********** **** digital unknown present
*****-****** *********** ***** multicultural 2005 present

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Who is the President - North America of Brown-Forman Corporation?

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WinmoEdge

Score 44 - Future Possibility: Jack Fire struggling to grow retail sales


Subject: TV, magazine, digital, outdoor, social media, Hispanic, sponsorship

Brand: Winmo profile) is the top selling whiskey brand in the world.

Opportunity: Jack Daniel's is boosting media spending to support its 150th anniversary, but with that campaign already underway you should focus your attention toward the ongoing national launch of Fireball copycat Jack Fire.

Paul Varga, B-F's president and CEO, said during the Q4 earnings call that Jack Fire’s national launch is almost at the halfway point and it’s been successful. In fact, Fire and Tennessee Honey are two of B-F’s most successful line extension ever.

But while Fire's on-premise (bar) sales have been great, off-premise (retail) revenue has fallen since the introductory launch last spring (research here), added Varga.

Therefore, ad agencies should focus their pitch specifically on strategies for driving dudes away from Fireball, the No. 2 selling whiskey brand, according to IRI. Considering Jack has a below-the-line (BTL – digital, experiential, shopper and CRM) review already underway (research Arnold, Jack’s creative AOR since 1986.

Sellers – look for Fire's advertising support to be up, similar to the approach Jack took with Tennessee Honey's launch a few years ago. Media planning and buying has been out of Publicis’s Mediavest, NY since 2014, according to The List.

Additional Insight

TV Breakdown: Jack Daniels has spent $21.3 million on national TV ads the last 12 months (see targeting right), level with spending for the same prior year period, according to iSpot.tv.    

About $3.4 million was spent on the national Fire TV ad shown above, which ran from April-June 2015. 

Digital Breakdown: The bulk of Jack’s display presence the past year has been banners, placed mostly site direct, on male-focused news and entertainment publishers. Top targeted since June 2015 include: artofmanliness.com, urbandaddy.com, wired.com, complex.comespn.com, and nymag.com, Moat reports.

However, video has mostly targeted entertainment and sports publishers, led by nba.com and complex.com.

Winmo profile)
P.O. Box 1080 
Louisville, KY 40201 
(502) 585-1100  

Mark McCallum
Executive Vice President & President – Jack Daniel's Brands
(502) 585-1100  
mark_mccallum@b-f.com

John Hayes
Chief Marketing Officer
(502) 585-1100  
john_hayes@b-f.com