Jack Daniel’s has appointed TSA, the independent agency within Five by Five, as its first dedicated influencer agency in the UK following a competitive pitch process. 

The appointment expands Five by Five’s existing relationship with the Brown-Forman owned brand, which began last year when the agency secured the digital and social media account.

TSA now handles influencer strategy across the entire Jack Daniel’s portfolio in the UK market, including Tennessee Whiskey, Flavours (Apple, Honey, and Fire), and the Super Premium collection. The agency’s mandate focuses on building consumer relevance by showcasing the brand’s unique qualities through influencers who embody the spirit of Jack Daniel’s.

Building on Existing Network

“The Five by Five and TSA team have shown us that they have a fantastic grasp of the brand and our ambitions,” Camilla Pendleton, Marketing Manager of Jack Daniel’s Tennessee Whiskey, said in a statement. 

Pendleton noted that TSA has already established a “Friends of Jack” network through existing relationships in the influencer space, which the brand plans to nurture and expand.

George Roberts, Marketing Director for both Five by Five and TSA, highlighted the strategic advantages of the expanded partnership: “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.”