Newcastle creative agency Drummond Central is toasting success after signing up global drinks giant Jack Daniel鈥檚 Tennessee Whiskey as its latest client.
The company produces advertising for global and national clients including Greggs, KitKat, Amazon Prime and bet36, as well as digital platforms, websites and other solutions. Now the firm, which became an employee-owned business in 2023, has announced it has partnered with the world famous drinks maker to serve up all of its on-trade advertising activity.
Jack Daniel鈥檚 has more than 150 years of history as one of the mos recognisable whiskey brands in the world, and the two businesses are set to work together 鈥渢o reignite the brand鈥檚 presence in bars, pubs and venues in the 海角视频鈥.
Drummond Central managing director, Dan Appleby, said: 鈥淚t鈥檚 not just Shaboozey that鈥檚 got a history with Jack Daniel鈥檚, it鈥檚 a brand that I鈥檝e loved for over 25 years. But with more choice than ever on our shelves, maybe Jack鈥檚 been taken for granted.
"Jack Daniel鈥檚 remains an iconic brand and unmistakable with every drop distilled in Lynchburg, and we鈥檙e excited to help bring the spirit of Tennessee back to bars and pubs in the 海角视频.鈥
Martin Louvre, Jack Daniel鈥檚 head of customer marketing at Brown-Forman, said: 鈥淚鈥檇 seen a lot of the work that Drummond Central had done for other brands in different categories, how it really cut through and created buzz. I wanted to see how they could bring that thinking to reignite Jack Daniel鈥檚 in the On Trade. The activations they鈥檝e worked up with our team are really exciting and I look forward to seeing them out in the trade and driving sales of Jack!鈥
Adam White, Jack Daniel鈥檚 on-trade channel marketing manager at Brown-Forman, said: 鈥淚 am really excited about this partnership with Drummond Central. We鈥檙e facing the challenges we鈥檙e seeing in the On-Trade right now, which makes this collaboration even more important. Looking forward to working together to create those memorable consumer moments.鈥
Earlier this year Drummond Central, which has more than 60 employees, published accounts for the year ended June 2024 showing a strong year in which it said it strengthened its client base and increased investment in people. Turnover jumped from 拢16.5m to 拢22.4m, while operating profit more than doubled from 拢1.65m to 拢4.5m.
The company made national headlines in 2016 when it livestreamed a puddle that could be seen from its offices.
