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Reading: Sprits Business Brown-Forman Appoints We Are Different For PR
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B&T > Marketing > Sprits Business Brown-Forman Appoints We Are Different For PR
Marketing

Sprits Business Brown-Forman Appoints We Are Different For PR

Staff Writers
Published on: 23rd November 2022 at 8:05 AM
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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. 

Senior brand manager at Brown-Forman, Dimitra Tassopoulos, said: “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.” 

Founder and director of We Are Different, Stuart Terry, said: “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 Award

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Staff Writers
By Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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