Bacardi to boost creative consistency

Bacardi is embarking on a root-and-branch review of its global marketing arrangements as part of a cost-cutting drive.

Bacardi in cost-cutting move
Bacardi in cost-cutting move

The idea is to align its brands, which include Bacardi, Bombay Sapphire, Dewar's and Grey Goose, with agency groups to ensure consistency and economies of scale.

The brands are currently split mainly between Y&R and the Publicis Groupe networks. In some cases, independent agencies handle part of the brands' activity, but the plan is to cut back their presence on the ­Bacardi roster. In the UK, the Bacardi brand business is handled by RKCR/Y&R. This account will be included in the ­review.

The shift comes a week after rival drinks company Diageo announced plans to restructure its global marketing team around its core categories.

It is unlikely that any final decisions on appointments will be made before Silvia Lagnado takes up her role as chief marketing officer for Bacardi. Lagnado, a former senior Unilever marketer, is due to start in her new role in ­September.