• by Fern Siegel , July 12, 2024

Whiskey brand Jack Daniel’s has set its sights on the U.K.

The Tennessee spirit has appointed Five by Five as its U.K. digital and social media agency. Tasked with targeting younger demos, it will be responsible for social media, content creation and influencer marketing.

Iris was the incumbent.

Camilla Pendleton, Jack Daniel’s marketing manager at Brown-Forman, said: “Five by Five not only understood our business and brand, but also our target audience and how to engage them in an authentic and meaningful manner. Their collaborative approach and behaviors are a really good fit for us and we’re excited by what the future holds.”

Five by Five is an independent creative agency with offices in London, Los Angeles and Sydney. Its U.K. clients include Activision, Amazon, B&Q, Charles Tyrwhitt, Epic Games and Patron Tequila.

Brown-Forman has various liquor brands, such as Woodford Reserve, old Forester, Gin Mare and Chambord.