Jack Daniel’s Appoints Agency to Manage UK Influencer Strategy and Activations

From left to right: Amy Valentine, Rhiannon Brailsford and Freddie Long are just some of the influencer partnerships already created through TSA

TSA, the independent agency which is part of Five by Five, has been appointed as the brand's first dedicated influencer agency following a short pitch process.

The win broadens Five by Five’s relationship with the Brown-Forman owned brand, after the agency was named its digital and social media agency last year.

They will be responsible for developing an influencer strategy for the total Jack Daniel’s trademark in the UK, which includes Tennessee Whiskey, Flavours (Apple, Honey and Fire), and the Super Premium portfolio, to build relevance with consumers by showcasing how Jack Daniel’s is like no other through a community of influencers who match the independent spirit of the brand.

Camilla Pendleton, marketing manager of Jack Daniel’s Tennessee Whiskey, said, “The Five by Five and TSA team have shown us that they have a fantastic grasp of the brand and our ambitions, and this came across in their approach and influencer recommendations. They know this landscape well and through their existing strong relationships in the influencer space, have already grown a ‘Friends of Jack’ network that we can’t wait to nurture and build upon. We are very lucky that Jack Daniel’s is a brand that influencers genuinely want to be associated with, which makes for more authentic, longer lasting, mutually beneficial relationships. We can’t wait to get to work!

George Roberts, marketing director for both Five by Five and TSA, comments on the win, “We are proud to extend our remit with the Jack Daniel’s brand. Social media and influencers are so intrinsically linked that it now allows us to provide an even more seamless and integrated approach which will not only boost effectiveness but also be more cost effective. You can expect to see some exciting influencer partnerships in the coming months.”