As the company's South African agency partner, VMLY&R will take on the tasks of helping Brown-Forman craft its local brand identity and translating global campaigns into messages that resonate with a South African audience.

According to the brand, with a long history of forming successful strategic partnerships and alliances to produce the best outcome for the client, VMLY&R was the ideal choice.

Brown-Forman South Africa also expanded its expertise in the regulated space with the former Geometry team joining the business towards the end of last year.

"We are really excited to have VMLY&R partner with the Brown-Forman South Africa family as our brand and creative communications agency," says Mark Gounden, marketing director at Brown-Forman Africa.

Gounden adds, "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 Daniels and 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," says Gounden.

Lebo Moerane, social and digital lead at VMLY&R, adds, "We are looking forward to leveraging our expertise at creating connected brands to make Jack Daniels and El Jimador immersed in the culture in a way that breaks the mould, but also lives comfortably in the lives of the customer."

"We are completely overjoyed to begin working with Brown-Forman and building a strong partnership on their brands," says Moerane.

"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. Expect great things," concludes joint CEO Jarred Cinman. 

For more information, visit www.vmlyr.com. You can also follow VMLY&R South Africa on Facebook, Twitter or on Instagram.