Y&R has been the incumbent on the account since 2005, however it’s now understood that Bacardi is looking for a smaller boutique shop to oversee the bulk of its advertising activity.
Last year, Bacardi appointed Burger King marketer Stefan Bomhard, as the new regional president for Europe, Middle East and Africa.
He works closely with Silvia Lagnado, Bacardi’s global chief marketing officer.
In March, Bacardi Limited named the world number one tennis player Rafael Nadal as its global social responsibility ambassador.
The Spaniard replaced Michael Schumacher in the role.
Despite the review, Rainey Kelly Campbell Roalfe/Y&R will continue to handle the advertising for the Bacardi-owned gin brand Bombay Sapphire.