M&C Saatchi's recently opened office, M&C Saatchi.GAD, pitched against Euro RSCG (BETC), Ogilvy & Mather and The Network One. It will act as the lead agency on the business. M&C in London will also work on the account in the UK.
The brand, which is jointly owned by Pernod Ricard and Cuba Ron S.A, did not have an incumbent agency. It has briefed M&C to raise the profile of its flagship Havana Club brand.
TBWA\London is also on the Pernod Ricard roster. TBWA promotes brands including Chivas Regal whisky and Martell Cognacs.
M&C formally opened its French office in September this year.
It is run by Gilles Masson, Antoine Barthuel and Daniel Fohr, the former chairman and creative directors of Leo Burnett Paris.
In 2004, Havana Club sold two million cases of its rum. Its brand covers a range of rums including Anejo Blanco, Anejo 3 anos and the recently launched Havana Club Cuban Barrel proof.