International wine and spirits company, Brown-Forman, has consolidated all of its communications management into BBDO Asia to help transform its brand communications across Asia. The company’s brands major include Jack Daniel’s, Woodford Reserve, Old Forester and Tequila Herradura.

For Christian Ozzati, Brown-Forman’s marketing director for Asia, a big part of the strategy was to overhaul brand communication within the region. This meant removing all barriers that have been set and reinventing the company’s approach towards consumer engagement with communication.

With BBDO managing all communications, a large amount of layered, disconnected messaging to customers has been reduced and more contextually relevant brand messaging is being delivered to consumers within the region. 

The Energy BBDO Shanghai office will serve as the regional hub for key Asian markets, including China, Taiwan, Japan, South Korea, Singapore, Thailand, Indonesia, Malaysia, and the Philippines, with BBDO’s offices throughout Asia working in concert to support Brown-Forman’s communication needs. 

Tan Tze Kiat, chief executive officer of BBDO Asia, stated, “Their brands are legendary, and we intend to create famous work for them.”