Hasta La Creative!

Emily Brooks is leaving her position as SVP/group marketing director with Arnold Worldwide Boston for an unspecified account management role at MullenLowe Boston.

Brooks has held the position with Arnold for the past two years while focusing on the agency’s global Jack Daniel’s business. That stint followed nearly a year and a half spent as VP/marketing director on the same account.

An Arnold spokesperson said that Brooks’ departure does not reflect any changes in the Jack Daniel’s business and that managing director Paul Nelson will continue running the account moving forward. The agency wishes Brooks the best in her new role but did not specify whether it plans to find a replacement to fill her position.

Before joining Arnold in 2013, Brooks spent two years as an account director with Droga5, focusing on Prudential and UNICEF Tap Project. That followed a year with Publicis as VP/management supervisor working on Citibank and eight months as brand manager for Spirits Marque One. Before that she spent five years with KBS as an account director working on Diageo Reserve Brands (Don Julio Tequila, Bulleit Bourbon, Classic Malts of Scotland, Ciroc Vodka), Hennessy Cognac, Starz Entertainment and Mohegan Sun casino. Prior to that she spent three years as an account executive with Ogilvy & Mather, working on AT&T and American Express.

Arnold Worldwide is behind a new 2.3 million dollar campaign for Jack Daniel’s new “Sinatra Select,” a new product rolling out in select markets in anticipation of a June release nationally. Sinatra Select is a stronger make of whiskey (90 proof to Jack Daniel’s normal 80 proof) with “more oak and spice notes.” It will be rolled out in some of Ol’ Blue Eyes’ favorite haunts: New York, Chicago, San Francisco, Miami, and Las Vegas.

At the center of the campaign is the 30-second spot, “Frank The Man,” celebrating Frank Sinatra and his favorite drink. The spot ends with Sinatra’s “That’s the nectar of the gods, baby,” quote. Jack Daniel’s in an enviable position as the preferred drink of such a historical celebrity; the new product, and Arnold’s campaign, seem like a no-brainer. As you may remember, Sinatra got a shout out in Jack Daniel’s “Legend” spot from last year, so it was only a matter of time until he got the spotlight. The media buy for “Frank The Man” includes “ABC’s Jimmy Kimmel Live and NBC’s The Tonight Show as well as cable outlets including ESPN, FX, Discovery and Comedy Central so this should reach a wide array of eyeballs as the product rolls out in its select markets.

As you might expect, the premium whiskey is a bit more glamorous than Jack Daniel’s standard offering, and the price tag ($150) is indicative of that. Sinatra Select also comes with packaging that “includes a commemorative gift box and a booklet detailing Mr. Sinatra’s history with Jack,” so folks will be paying for more than just the whiskey itself. The timing behind this campaign and product rollout is deliberate, coming in anticipation of the 100th anniversary of Ol’ Blue Eyes’ birth on Dec. 15, 1915. Credits after the jump. continued…

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