Y&R wins expanded Bacardi brief

LONDON - Bacardi has appointed Y&R to handle advertising for its Bacardi Flavors and Bacardi Gold Rum brands, after a pitch against undisclosed agencies.

Bacardi... new role for Y&R
Bacardi... new role for Y&R

The agency already handles the global advertising account Bacardi Superior rum, which it won in 2005.

In August, the drinks company contacted a number of network agencies with a view to reviewing its global advertising roster. However, three weeks later, the company called off the pitch.

Stella David, the global chief marketing officer at Bacardi, said: "Last month, Bacardi conducted a review of future needs. We are pleased to say that it resulted in the decision to give Y&R the responsibility for other international rums."

Hamish McLennan, the global chairman and chief executive of Y&R, added: "We're proud of our partnership with Bacardi and proud to be entrusted with more brands from their roster. Bacardi rums are category leaders and we are committed and passionate about their continued high-growth potential."