ZenithOptimedia wins £50m Bacardi European business

ZenithOptimedia has won the European media planning and buying account for Bacardi-Martini, after a four-way competitive pitch.

Bacardi: our history is unbelievable by Mr President
Bacardi: our history is unbelievable by Mr President

The Publicis Groupe agency picked up the business, thought to be worth €60 million (£53.4 million) after a pitch against UM, OMD and MEC.

The account was previously split between several agencies, with UM running the business in around six markets including the UK.

Bacardi-Martini's consolidated account covers over 20 markets and brands including Bacardi rum, Grey Goose vodka and Bombay Sapphire gin. The businesses will be coordinated centrally from Zenith’s global headquarters in London.

A spokesman for ZenithOptimedia declined to comment on the win. Bacardi did not respond to requests for comment.

The appointment follows Bacardi moving its US planning and buying account to WPP's Mindshare from KSL earlier this year.

The spirits company also consolidated its UK digital account into Weapon7 last week.

Bacardi is the largest privately owned spirits company in the world. It was founded in Cuba and celebrated its 150th anniversary last year.