Mediaedge:cia lands $200m Bacardi brief

LONDON - Bacardi, the global spirits brand, has hired Mediaedge:cia to handle its global communications planning account without a pitch.

Bacardi: hands brief to Mediaedge:cia
Bacardi: hands brief to Mediaedge:cia

MEC has initially been appointed to work on global comms strategy for Bacardi rum, but will then work across other brands such as Grey Goose and Martini.

Bacardi has previously used a variety of agencies, including its roster ad and media agencies, to inform its global comms planning strategy.

Universal McCann continues to handle Bacardi's media planning and buying on a local basis in most markets, including the UK.

Bacardi's global media spend is estimated at around $200m. The company's other brands include Bombay Sapphire, Dewar's whisky and Eristoff vodka.

Earlier this month, Bacardi called a review of its UK digital advertising. The company, which works with digital agencies on a project basis, is understood to be looking for its first retained shop.

Bacardi launched its latest ad campaign, a global push based around the 'Spirit of Bacardi', late last year. The first TV ad, created by Rainey Kelly Campbell Roalfe/Y&R and called 'Island, shows a group trying to build their own island.