Bacardi Global to review 100m advertising roster

Bacardi Global Brands is reviewing its entire 100m advertising roster, including the business for flagship brands Bacardi, Martini and premium vodka Grey Goose.

bacardiBacardi Global Brands is reviewing its entire £100m advertising roster, including the business for flagship brands Bacardi, Martini and premium vodka Grey Goose.

The review is in its early stages and is being led by BGB global marketing services director Adam Hillyer. A number of non-roster agencies are understood to have been long-listed.

Globally, Y&R holds the bulk of the business, in­cluding the £90m rum brands ac­counts – among them Bacardi. The last time it re­view­ed its roster was in 2005.

A spokeswoman says: “We are reviewing our roster of creative agencies across the portfolio as part of our standard business practices.”

BGB is said to be reviewing because of “growing ambitions” for its brand portfolio, with Hillyer keen to reappraise its communications roster in the light of “changing patterns of consumer behaviour”.

Hillyer has approached networks with a strong international presence, particularly in its core UK and US markets. BGB will then whittle the networks down to shortlist stage through chemistry meetings.

He was appointed to the role, then a new position, two years ago, reporting to chief marketing officer Stella David (MW May 11, 2006). Previously, he had been director of sales at Bacardi-Martini UK.

David replaced global marketing chief Michele Recalt in late 2005, taking over responsibility for Bacardi’s global advertising pitch and appointing Y&R (MW November 24, 2005).

Bacardi’s portfolio in­cludes more than 200 brands, including Bacardi rum, Grey Goose, Martini vermouth, Dewar’s scotch whisky, Bombay Sapphire gin and Cazadores tequila.
Earlier this week Bacardi appointed Seamus McBride, from Colgate-Palmolive, as its chief executive, taking over from Andreas Gembler, who will retire in September.

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