Brown-Forman appoints We Are Different to lead PR work across portfolio of brands

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Brown-Forman appoints We Are Different to lead PR work across portfolio of brands

Global spirits business, Brown-Forman, has appointed multi-award-winning, earned-first creative agency, We Are Different, as its exclusive PR agency partner across Australia.


The appointment follows a competitive pitch process with Different now leading earned-first creative across the company’s collection of iconic spirit and ready-to-drink brands, including Jack Daniel’s, Woodford Reserve, El Jimador, Herradura, Benriach, The GlenDronach and Part Time Rangers.

Different will lead PR planning, creative and production across the Brown-Forman portfolio, working seamlessly with the company’s media agencies to deliver integrated campaigns across earned, owned and paid channels. The agency’s scope covers traditional PR, influencer, experiential and content.

Says Dimitra Tassopoulos, senior brand manager at Brown-Forman: “We are excited to work with team Different to find new ways to engage consumers via earned media. The team impressed throughout the pitch process across all success markers. They act like true business partners and understand how earned ideas can help drive brand growth and create cultural cut-through. We’re energised by the partnership and look forward to doing great work together.”

Says Stuart Terry, founder and director of We Are Different: “From day one we were excited by both the business challenge presented by Brown-Forman, as well as the team’s collaborative approach to agency partnerships. They show real appreciation for earned-first creative, understanding its relevance within the broader marketing mix and ability to drive brand salience, affinity and trial. We’re looking forward to doing things differently together.”

Different is an independently-owned, earned-first creative agency that launched in June 2019. In just over three years the agency has grown to a team of 15+, won 20+ industry awards and works with blue-chip clients including Snapchat, HelloFresh Group, Big Red Group, hipages Group, Bayer Australia, Kimberly-Clark, Edgewell Personal Care and The Australian Podcast Awards.