The agency will create online advertising to run in key markets, including the UK, the US, Spain, Mexico and Germany, as well as making branded content. It will also create original online advertising, independent of the offline work created by Young & Rubicam.
James Sanderson, the managing director of glue London, said: "Chances to work on premium global brands don't come along very often, and it's great that Bacardi had the confidence in glue London to appoint us without a pitch."
The appointment was made by Ian James, who joined Bacardi as the global head of digital six months ago. James said that digital marketing was growing in importance for all Bacardi brands.