Bacardi seeks agency for £90m global brief

by James Hamilton, Campaign 02-Sep-05

Bacardi Martini is hunting for a single agency to run its £90 million Bacardi rum creative account on a global basis.

The review, which was called by Bacardi Martini's US head office in
Miami, looks to realign the spirit as an international brand. It comes
at a time when the drinks manufacturer is attempting to reverse a

decline in global sales.

AAR Partners in New York is managing the review process. The brief sent
out to agencies in the UK and the US calls for a campaign that will
"increase the level of affinity consumers feel towards the brand". Media
planning and buying remain unaffected by the review.

In August 2004, Bacardi Martini issued a £38 million brief to
agencies to create a global campaign for its main Bacardi rum brand.

Six months later, after no award was made, it appointed Fallon to the
£10 million UK account. This brought to an end its ten-year
relationship with McCann Erickson, after the agency failed to come up
with an alternative to its long-running "welcome to the Latin quarter"
strategy.

Bacardi Martini's decision to review the creative account comes as a
blow to Fallon, which is understood to have signed off new creative for
the spirit brand. This is due to air in the UK in the autumn.

Bacardi's incumbent agencies, including Fallon in the UK, David and
Goliath in the US and McCann Erickson in a number of international
markets, are expected to repitch.

Neither Fallon nor Bacardi Martini would comment on the review.

- Comment, page 44.