Brown-Forman has confirmed the appointment of Wieden + Kennedy as its new lead global agency for the Maximus vodka brand following a competitive pitch.Maximus was acquired by Brown- Forman in 2011.
Wieden + Kennedy will develop an integrated campaign beginning in the brand’s home market of. There will be a wide range of multi-media assets developed.
The pitch – winning work aims to redefine the Maximus brand, create excitement/resonance amongst young men, and give Brown Forman a platform on which to build the brand globally.
Kris Sirchio, Chief Marketing Officer, Brown – Forman said: “We are excited to welcome Wieden + Kennedy to the Brown Forman family of leading global creative agency partners. Wieden + Kennedy brings a proven provocative creative approach that we believe fits perfectly with Brown Forman’s long term brand building tradition.
Neil Christie, Managing Director of Wieden + Kennedy London commented: “We're absolutely delighted to have won the Maximus pitch and to be partnering with Brown-Forman as one of the leading global players in the spirits industry. Maximus is a brand with loads of potential and this is an opportunity to shake up the vodka sector with some great work.”
About Brown- Forman:
For 140 years, Brown-Forman Corporation has enriched the experience of life by responsibly building fine quality beverage alcohol brands, including Jack Daniel’s Tennessee Whiskey, Southern Comfort, Finlandia, Jack Daniel’s & Cola, Canadian Mist, Korbel, Gentleman Jack, el Jimador, Herradura, Sonoma-Cutrer, Chambord, New Mix, Tuaca, and Woodford Reserve. Brown-Forman’s brands are supported by nearly 3,900 employees and sold in approximately 135 countries worldwide.
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