McCann quits UK Bacardi as Ofcom changes booze rules

by Jennifer Whitehead,, Brand Republic 24-Nov-04, 09:15

LONDON - McCann Erickson has ended its 10-year relationship with Bacardi UK after the introduction of tough new regulations on alcohol advertising by Ofcom.

McCann Erickson held the whole Bacardi portfolio in the UK, including the main rum brand and Bacardi Breezer, for which it created the iconic Bacardi cat.

However, following the introduction of tough new alcohol advertising laws, the agency is parting company with Bacardi UK after it was unable to agree on a new creative way forward.

In a statement, Barcadi Martini said: "McCann Erickson London and Bacardi UK have agreed to part after a 10-year relationship. The latest review of Bacardi’s creative approach was prompted by the change in Ofcom's rules on alcohol advertising, and client and agency were unable to agree a new creative platform."

Bacardi-Martini is set to reveal the shortlist for the global Bacardi Carta Blanca brand, worth £38m, and this campaign would take over from UK local work, which in the past has featured football star Vinnie Jones.

Stephen Whyte, McCann Erickson CEO, said: "We're very sorry to be parting with Bacardi and we are proud of the contribution we have made to its business over the years. We wish it every success in the future and will be parting as friends."

The decision does not affect Bacardi's media relationship with Universal McCann in the UK, its tenure in other markets, including Spain, or its pitch for the global brief, which is being headed out of McCann's New York office.

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