Bacardi kicks off global ad contest
By Anne Cassidy, campaignlive.co.uk, Thursday, 20 September 2012 08:00AM
Bacardi, the rum brand, is reviewing its global advertising account, after parting ways with the incumbent on the business Johannes Leonardo.
Bacardi: Brothers and Sisters, which landed the UK ad account in July, is not expected to be affected
The brand has been in contact with agencies via the US, inviting them to pitch for the global advertising business for its main rum brand. Bacardi split with New York-based shop Johannes Leonardo after just a year.
It is understood that John Burke, the Bacardi UK marketing director, has been involved in approaching agencies ahead of a pitch. The company spends £5 million on UK advertising, according to Nielsen.
A spokeswoman for Bacardi said: "Bacardi rum is no longer working with New York-based Johannes Leonardo as its global advertising agency of record. The iconic brand is in the process of selecting a new creative agency. The agency decision relates to global advertising creative only, and does not include media buying, internet or below-the-line activities."
Brothers and Sisters was appointed to handle the brand’s local UK advertising in July. This relationship is expected to be unaffected.
Johannes Leonardo took over the global account from the previous incumbent, Y&R, last year.
The WPP network had been the incumbent on the account since 2005, but Bacardi reviewed the business as it sought to find a small boutique shop to oversee the bulk of its advertising activity.
Bacardi’s most recent global campaign included three short films created as part of its 150th-anniversary celebrations this year.
The films, by Johannes Leonardo, aimed to convey the brand’s heritage in the form of cocktail recipes and were seeded locally through digital channels including Facebook and YouTube.
Another major global campaign before that was "Bacardi together", which focused on the sociability of Bacardi drinkers.
The TV and cinema work, created by Y&R, featured models dressed as cavemen and cavewomen.
This article was first published on campaignlive.co.uk
Additional Information
Campaign Jobs
- SEO Manager Dot-Gap £40k, Central London
- Account Manager - Charity (1-2 months) Stopgap £150 per day, London
- Integrated Designer TMP Worldwide Competitive , London
- PR Recruitment Consultant Major Players £25000 - £30000 per annum + OTE, City of London
- Social Media Account Director, Creative Media Agency - London Norton Leigh 50k plus benefits, Central London
Most viewed
- Blippar connects disjointed families, says MEC executive
- Fans take on Jo-Wilfried Tsonga in Twitter-powered tennis game
- Campaign Viral Chart: Samsung scores hat-trick in tech-heavy chart
- Jaguar readies global campaign for F-Type launch
- Samsung strikes placement deal with The Wanted
- ITV and Channel 4 insist they will beat declining ad market
Most commented
-
Pinterest takes big step towards working with major brands
Pinterest is getting closer to big brands as it announces three new types of pin that will highlight major US retailers.It marks Pinterest’s first step towards associating images directly with brands and could be the beginning of a change on the social network that sees it become a marketplace as well as a site where people pin ideas of things they like or that inspire them.
