The drinks company has worked with digital agencies on a project basis, but has now appointed a retained roster shop in an effort to improve the creative output for future marketing campaigns.
The appointment does not affect Bacardi's relationship with glue Isobar, which handles its global digital advertising account. Rapp will now oversee all digital strategy and execution for Bacardi UK, with its first campaign set to launch later this year.
The agency will work closely with Rainey Kelly Campbell Roalfe/Y&R, which handles both Bacardi's UK and global above-the-line work.
RKCR/Y&R's most recent campaign for the brand, which broke late last year, featured people on boats throwing rocks into the sea to create a makeshift island.
Among the agencies that Bacardi has worked with on digital campaigns are Lean Mean Fighting Machine, which was appointed in December last year to create an campaign promoting "Bacardi ten4", a competition that gave groups of friends the chance to win a week on a luxury yacht in the Caribbean.