Jack Daniel’s Appoints Five by Five as UK Digital and Social Media Agency

Leading whiskey brand Jack Daniel’s has appointed Five by Five as its UK digital and social media agency to lead on social media, content creation and influencer marketing.

A world famous brand steeped in heritage, Jack Daniel’s has been right at the heart of authentic cultural moments for decades. It now looks to reassert that independent spirit it is known for amongst its younger target audience across digital and social channels, with Five by Five appointed to supercharge this.

The independent agency will be responsible for all social media strategy and output, digital content creation, as well as working with influencers alongside partner agencies, having secured the account by showing a great understanding of the audience and how to best authentically engage them.

On the appointment, Camilla Pendleton, Jack Daniel’s marketing manager at Brown-Forman, said: “It was clear from the start that Five by Five not only understood our business and brand, but also our target audience and how to engage them in an authentic and meaningful manner. Their collaborative approach and behaviours are a really good fit for us and we’re excited by what the future holds.”

Annabel Mackie, managing director at Five by Five, comments, “Jack Daniel's is a truly iconic brand but in this era, with a younger target audience there are some real challenges to remain relevant. We're looking forward to overcoming these and delivering some really impactful work with the Jack Daniel's team – so watch this space.”