Bacardi eyes digital consolidation

Bacardi is looking to consolidate the digital advertising account for its biggest brands into a single agency.

Bacardi: Rapp on alert
Bacardi: Rapp on alert

The company is seeking a shop to work on Grey Goose, Dewar’s, Bombay Sapphire and Martini, as well as Bacardi itself, in the UK.

Six agencies were invited to tissue meetings, but that list has been narrowed down to three or four. They will be briefed on 7 June ahead of a pitch. The intermediary arm of ISBA is aiding the process.

Previously, Bacardi brands have been handled by separate agencies. Rapp has worked on Bacardi digital campaigns since 2010.

Bacardi has switched the focus of its digital strategy from websites towards social media.

News of the digital contest comes after Bacardi kicked off a pan-European media
review last week.

Bacardi could not be reached for comment.