American whiskey firm Jack Daniels has named TSA as its first dedicated influencer agency.

TSA, which is part of Five by Five, was appointed following a short competitive pitch. The win comes after Jack Daniels named Five by Five as its digital and social media agency last year.

As part of the pair’s partnership, TSA will develop influencer strategy across the brand’s portfolio in the UK, which includes the Tennessee Whiskey, its various flavours (Apple, Honey and Fire), and its Super Premium line.

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Camilla Pendleton, marketing manager of Jack Daniel’s Tennessee Whiskey, said: “The Five by Five and TSA team have shown us that they have a fantastic grasp of the brand and our ambitions, and this came across in their approach and influencer recommendations.”

“They know this landscape well and through their existing strong relationships in the influencer space, have already grown a ‘Friends of Jack’ network that we can’t wait to nurture and build upon. We are very lucky that Jack Daniel’s is a brand that influencers genuinely want to be associated with, which makes for more authentic, longer-lasting, mutually beneficial relationships. We can’t wait to get to work,” she added.

George Roberts, marketing director for Five by Five and TSA, said: “We are proud to extend our remit with the Jack Daniel’s brand. 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. You can expect to see some exciting influencer partnerships in the coming months.”

Image: (Left to right) Influencers Amy Valentine, Rhiannon Brailsford and Freddie Long.