Bacardi consolidates global creative and media agencies

Bacardi, one of the largest privately held spirits company in the world, is aligning all of its advertising, media and digital business for its major brands with BBDO Worldwide and OMD Worldwide.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.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.Mike Dolan, CEO of Bacardi Limited said the objective behind consolidating the agencies was to be able to create closer alignment between global and local market operations.“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,” said Dolan.“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.