Agencies line up for Bacardi digital business

LONDON - Bacardi, the global spirits brand, has called a review of its UK digital advertising account.

Bacardi: seeks agency for UK digital account
Bacardi: seeks agency for UK digital account

The company, which currently works with digital agencies on a project basis, is understood to be looking for a retained agency for the first time.

The successful agency will be responsible for handling all of the brand's digital strategy and execution, working closely with Bacardi's above-the-line shop, Rainey Kelly Campbell Roalfe/Y&R, on upcoming campaigns.

The incumbents on Bacardi's global digital roster, which include glue London and Saint@RKCR/Y&R, are not affected by the pitch.

In December last year, Bacardi UK appointed Lean Mean Fighting Machine to handle a digital project to promote its 'ten4' competition, which encouraged a group of ten friends to form a team and undertake four different video tasks.