Blog•Mar 31, 2026
How Jack Daniels Found Its Big Idea
Jack Daniel’s appointed Sophia Angelis as its first non‑US, female Managing Director in January 2020 and tasked her with modernising the heritage brand amid a global pandemic. She launched “Make It Count,” the company’s first truly global campaign, built on a universal insight that people crave meaningful moments. The platform was designed as a modular system that gave local markets creative flexibility while keeping core brand pillars fixed. As a result, Jack Daniel’s doubled its global media spend and extended the idea to premium product storytelling.
