BrandArena: Bacardi Shifts Creative, Media to BBDO and OMD

Thursday 16 April 2015

Bacardi Shifts Creative, Media to BBDO and OMD

Bacardi, the largest privately held spirits company in the world, yesterday announced that it is aligning all of its advertising, media and digital business for its major brands with BBDO Worldwide and OMD Worldwide, part of Omnicom Group, Inc.

The Bacardi portfolio brands included are BACARDÍ rum, MARTINI vermouth and sparkling wines, BOMBAY SAPPHIRE gin, DEWAR’S Blended Scotch whisky, GREY GOOSE vodka, WILLIAM LAWSON’S Blended Scotch whisky, and CAZADORES 100% blue agave tequila.

“Our goal is to be able to work better and to create closer alignment between our global and local market operations,” said Mike Dolan, CEO of Bacardi Limited. “To achieve this goal requires that we work with a global network that fits our unique culture, values and entrepreneurial spirit. Choosing BBDO and OMD Worldwide does both based on their proven ability to deliver against similar goals for other multinational clients. This new global partnership will be a great catalyst for achieving topline growth.”

Effective immediately, BBDO will be responsible for creative and strategic development of all advertising for the core Bacardi brands. OMD will lead planning and buying across all social, digital and media platforms, with a particular emphasis on innovative and cutting-edge ideas, rooted in data-driven insights, to reach millennial consumers.

“Bacardi has a wonderful portfolio of brands and a fast-acting leadership team with high ambitions. We are really excited to have been picked as its partner,” said Andrew Robertson, President and CEO of BBDO Worldwide.

“This partnership combines the key elements of great marketing – an amazing portfolio of brands, the best creative talent supporting them, and a media partner with the global imprint, influence and experience to deliver innovative and effective consumer engagement across all media channels,” said Mainardo de Nardis, CEO of OMD Worldwide.

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