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.

Become a member of Campaign from just £51 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content