Hasta La Creative!

As part of Ad Age’s latest annual Awards Report tabulating the most creatively celebrated companies and personalities of the year, we asked winning marketers and agencies about their campaigns.

Brown-Forman’s “Whatever’s Comfortable” for Southern Comfort was the ninth-most decorated ad campaign in our Awards Report, which tallies results from the industry’s most respected global shows. The effort returned some attitude to a brand in need of a sales boost. We asked Mark Bacon, Southern Comfort’s managing director, how much the campaign pushed him out of his comfort zone.

What kind of fortitude does it take to back a risky marketing plan?

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