Bacardi picks WCRS for global NPD role

Bacardi, the alcoholic drinks manufacturer, is poised to appoint WCRS to handle its £20 million global new product development account.

WCRS is understood to be in final negotiations with Bacardi. The drinks company held a series of credentials meetings with a range of agencies before making its decision.

Full pitches did not occur because of the secret nature of Bacardi's new product development initiatives.

The brief is believed to initially involve two global product launches, one of which will be a premium liqueur product. Bacardi is rumoured to have another seven products in development.

Once contracts are completed, the global account will see WCRS take on responsibility for all new product advertising as and when it arises.

WCRS joins Rainey Kelly Campbell Roalfe/Y&R on the global Bacardi roster. The agency won the global account for the flagship Bacardi brand a year ago.

In the UK, the company also uses the agencies Shop, Saatchi & Saatchi, Quiet Storm and cdp-travissully.

Both WCRS and Bacardi refused to comment on the win.

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