Bacardi seeks agency for £90m global brief

Bacardi Martini is hunting for a single agency to run its £90 million Bacardi rum creative account on a global basis.

The review, which was called by Bacardi Martini's US head office in Miami, looks to realign the spirit as an international brand. It comes at a time when the drinks manufacturer is attempting to reverse a decline in global sales.

AAR Partners in New York is managing the review process. The brief sent out to agencies in the UK and the US calls for a campaign that will "increase the level of affinity consumers feel towards the brand". Media planning and buying remain unaffected by the review.

In August 2004, Bacardi Martini issued a £38 million brief to agencies to create a global campaign for its main Bacardi rum brand.

Six months later, after no award was made, it appointed Fallon to the £10 million UK account. This brought to an end its ten-year relationship with McCann Erickson, after the agency failed to come up with an alternative to its long-running "welcome to the Latin quarter" strategy.

Bacardi Martini's decision to review the creative account comes as a blow to Fallon, which is understood to have signed off new creative for the spirit brand. This is due to air in the UK in the autumn.

Bacardi's incumbent agencies, including Fallon in the UK, David and Goliath in the US and McCann Erickson in a number of international markets, are expected to repitch.

Neither Fallon nor Bacardi Martini would comment on the review.

- Comment, page 44.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).