Bacardi calls £100m global ad review

Campaign 08-Aug-08

Bacardi Global Brands has contacted several network agencies as it looks to review its £100 million global advertising roster.

WPP's Y&R group currently handles the lion's share of Bacardi's global
creative, including advertising for its flagship Bacardi Rum brand.

Adam Hillyer, BGB's global marketing services director, is heading up

the review. He has contacted network agencies to complete a request for

information in the past week. He is drawing up a longlist composed of
roster and non-roster shops.

Hillyer was promoted from the director of sales at Bacardi-Martini UK to
his current position in May 2006.

Industry sources suggest that he is now looking for a network agency
with a strong presence in London, New York, and the sub-markets of
Spain, Russia and Germany.

Rainey Kelly Campbell Roalfe/Y&R was appointed to run the global
business for Bacardi-Martini out of the London office in December 2005,
following a five-way pitch that involved Wieden & Kennedy, Fallon, David
and Goliath, and the then incumbent, McCann Erickson.

Other big Bacardi brands likely to be affected by the review are Grey
Goose, 42 Below, Bombay Sapphire and Martini.

Meanwhile, it has emerged that Bacardi is holding a separate global
pitch for its Dewar's Scotch whisky brand.