Jack Daniels have appointed Splendid Communications to the task of creating a relevant and authentic music platform for the brand to engage with their ‘Millennial’ audience.

Splendid will work with Jack Daniel’s other UK agencies – Critical Mass and UM London which handle the brand’s digital and media business respectively – to create an integrated campaign that reinforces the Brown-Forman owned whiskey’s association with music; in particular rock and roll.

Michael Boaler, the head of music at Jack Daniel’s, said: “Splendid impressed with its combination of strategic thinking and big ideas, delivered with a clear passion and understanding for music.

They share our ambition for Jack and music and bring an approach which is fresh and exciting in equal measure. They are a great addition to the Jack Daniel’s family and we can’t wait to get started.”

Alex Samways, the chief executive of Splendid, added: “This is a brief I have coveted my entire career. Jack Daniel’s is an icon among music-lovers; it’s the true spirit of rock and roll. We’re honoured and excited to be working with JD.”

Splendid were amongst 3 agencies involved at the final pitch stage, which was handled by creativebrief, including Brave (and sister agency HeyHuman) and Critical Mass.