Spirits marketer Brown-Forman has awarded its global media account to MediaVest following a four month review.
The Publicis-owned agency will replace incumbent UM, which also participated in the final review. Other agencies competing for the account included Maxus and Zenith Media. UM held the account for over a decade.
According to Kantar Media the company spent $52m on advertising in the US in 2013.
Brands under the Brown-Forman remit include Jack Daniel’s, Chambord, Early Times, Old Forester and Southern Comfort.
Southern Comfort released a series of ad spots earlier this year under the “Whatever’s Comfortable” tagline created by Wieden & Kennedy New York. The agency replaced Arnold Worldwide in 2012 breaking a relationship of more than a decade.
Earlier this week it emerged that the company was one of the worst performing stocks on the US market after it failed to meet its second-quarter earnings expectations as a result of currency headwinds.
Mediavest declined to comment on the story when approached by M&M Global.