Bacardi set for strategy review after appointment

Bacardi is to review its global marketing strategy after the recent roll-out of its latest campaign 'Bacardi together'.

Bacardi: set for new strategy
Bacardi: set for new strategy

The company has moved its ad account from WPP network Y&R to New York agency Johannes Leonardo. The latter will now develop fresh ad campaigns for the rum brand. Bacardi was unavailable for comment on the appointment.

The change follows a £20m ad campaign by Y&R focusing on the sociability of the brand's drinkers and featuring the tagline 'Bacardi together'.

The ad aired across Channel 4, E4, Film4 and Sky At-lantic, and run in cinemas. A partnership with Bauer Media to sponsor segments on Kiss and 4Music Radio was also planned, in addition to an outdoor and press campaign.

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