HHCL & Partners has resigned the Bacardi-Martini Martini account,
worth pounds 2 million, after a disagreement over the future of the
The split comes six years after HHCL won the business from
McCann-Erickson, which had held the account for more than 25 years.
HHCL's campaigns ranged from the famous 'beautiful people' ads to the
most recent work, which featured happy, young people jumping off a pier,
in an bid to highlight the freshness of the drink.
HHCL will continue to work on Bacardi's Metz brand, for which it
developed the 'Judderman' campaign, and will work with the company on
its new product development scheme. McCann retains the Bacardi rum and
Bacardi Breezer accounts, and is not expected to be involved in the
pitch for the main Martini business.
Bacardi-Martini is conducting the agency search through ISBA, which is
in the process of drawing up a shortlist.
Ian Priest, the managing director of HHCL, said: 'We have agreed to that
it's best to play to HHCL's core strengths which are relaunching and
'Martini is now entering a consolidation phase and is seeking an agency
to meet this remit with their advertising. We wish them the best of luck
and look forward to strengthening our relationship on other areas of the
Martini has struggled to regain its glamorous image since the 1970s.
HHCL's first ads for the brand in 1995 relaunched it as a 'beautiful
drink for beautiful people', and the agency attempted to update its
beautiful theme with ads in 1997 regressing to the 1970s glamour theme.