Brown-Forman Australia appoints VML Commerce as new shopper marketing agency of record
Brown-Forman has appointed VML Commerce as its integrated below-the-line agency of record in Australia following a competitive pitch process that concluded in November.
VML Commerce will be responsible for delivering end-to-end Creative Commerce solutions for Brown-Forman’s key retail and on-premise partners, stretching from promotions, shopper marketing, channel strategy and localised brand creative work.
Brown-Forman and VML Commerce will work together across the company’s portfolio of brands, led by the iconic Jack Daniel’s range, as well as strong growth brands like El Jimador and Woodford Reserve. The integrated VML Commerce team will be responsible for helping Brown-Forman be chosen by more people, more often in an increasingly competitive liquor market, as the company continues to diversify their offering to evolve with consumer preferences. The integrated VML offering is something unique in the market, combining shopper strategy, channel planning, promotional marketing and world-class creativity across all Brown-Forman brands in Australia, to help supercharge continued growth in glass spirits and RTD.
Says Oliver Dickson, marketing director, Brown-Forman: “We need a partner that’s going to help us think against the grain both strategically and creatively. VML Commerce has demonstrated that they understand how to strategically position key products within our portfolio of brands, while doing so with innovative, best-in-class executional thinking. We’re excited to create standout work together in 2024.”
Says Belinda Webb, managing partner at VML Commerce: “It feels quite special to reconnect with Brown-Forman, one of the first accounts I had the privilege to work on, nearly two decades later.”
Webb anticipates the transformative creativity that the partnership will bring about, setting a new standard for below-the-line marketing: “I can’t wait to see us deliver breakthrough creative that breaks the BTL mould for these incredible brands.”