It’s happy hour at VMLY&R South Africa as the agency celebrates their new partnership with Brown-Forman South Africa, home of popular spirits brands El Jimador and Jack Daniel’s. As the company’s South African agency partner, VMLY&R will take on the exciting tasks of helping Brown-Forman craft their local brand identity and translating global campaigns into messages that resonate with a South African audience.
With a long history of forming successful strategic partnerships and alliances to produce the best outcome for the client and having expanded its expertise in the regulated space when the former Geometry team joined the business towards the end of last year, VMLY&R was the ideal choice.
“We are really excited to have VMLY&R partner the Brown-Forman South Africa family as our brand and creative communications agency,” says Mark Gounden, Marketing Director: Brown-Forman Africa. “From the moment we entered their boardroom, we were welcomed by a team that showcased their commitment to our business and brands, had immersed themselves in our category and consumers, and most importantly, displayed robust strategic thinking in showcasing how they explored those meaningful intersections between human truths and brand positioning. Brown-Forman is on a journey to making Jack Daniel’s & El Jimador meaningful and salient brands in South Africa and with a partner in VMLY&R, we believe that we can reach this and, together, go beyond our wildest imaginations. Cheers to a long and fruitful partnership!”
"We are looking forward to leveraging our expertise at creating connected brands to make Jack Daniel’s and El Jimador immersed in culture in a way that breaks the mould but also lives comfortably in the lives of the customer," says Lebo Moerane, Social and Digital Lead at VMLY&R. "We are completely overjoyed to begin working with Brown-Forman and building a strong partnership on their brands."
“It’s always a pleasure to welcome iconic brands into our stable and we could not be happier to have been selected for this assignment,” adds Joint CEO Jarred Cinman. “Expect great things!”
Onboarding has already begun, so watch this space!