LONDON — Brown-Forman has appointed cultural communications and influencer agency Halpern to manage consumer PR strategy for the Jack Daniel’s Tennessee whiskey brand in the UK, after a competitive pitch.

As part of Halpern’s remit for the six-figure account, the team has been tasked with delivering “culturally-led creative campaigns which extend Jack Daniel’s relevancy to new audiences.”

The brand's last UK agency was Tin Man Communications, although it has not had an agency in place for around 18 months. 

Halpern has begun working with Brown-Forman, the brand’s owner, to develop a strategic earned media plan with creative consumer activations and influencer partnerships for the Jack Daniels No7 Tennessee Whiskey and Jack Daniels Flavour portfolio, including Tennessee Honey, Fire and Apple.

UK head of Jack Daniels Eduardo Toledo said: ‘‘We are delighted to welcome Halpern as our new partner. Their innovative approach, deep understanding of the brand, and passion for creative storytelling truly set them apart during the pitch process. We are confident that Halpern will help us craft compelling and creative opportunities that resonate with our consumers and further enhance Jack Daniel’s legacy in the UK.”

The Jack Daniels and Brown-Forman account is led by Halpern deputy managing director Alexandra Pinder and head of retail brands Rebecca Baisden.

Pinder said: “Jack Daniel’s is such an iconic brand and it is a privilege to have the opportunity to reimagine what this means for a modern audience in the UK. We’re excited to partner with the Brown-Forman business and leverage our expertise creativity and connections to create impactful, considered campaigns that will make both a cultural and commercial difference.’’

Halpern's client portfolio also includes Co-op, Google, Five Guys, Dove and E45.