Bacardi-Martini has promoted Adam Hillyer to the new position of global marketing services director for Bacardi Global Brands.
As part of his new role, Hillyer will work across Bacardi’s portfolio in order to increase consistency in marketing communications across all brands. He will also be tasked with promoting best practice and improving the level of service provided to Bacardi’s various markets.
Hillyer, who was previously director of sales at Bacardi-Martini UK, will report to Stella David, chief marketing officer for Bacardi Global Brands. Late last year David replaced then global marketing chief Michele Recalt, taking responsibility for Bacardi’s global advertising pitch alongside global brand director John Burke (MW November 24, 2005).
Shortly after, Bacardi-Martini handed the $160m (&£90m) global ad task for its rum brands to WPP Group’s Y&R group.
Rainey Kelly Campbell Roalfe/Y&R, which handles the business from the UK, is developing an advertising concept for use globally as Bacardi is keen to explore new avenues for advertising, following restrictions on alcohol advertising across the Continent.