The drinsk company is realigning the brand’s global marketing communications account into WPP group.The group will be responsible for the global advertising, digital and PR campaigns for the Bacardi-owned premium gin.
In the UK, RKCR/Y&R already handles the advertising for the Bacardi rum brand.
A Bacardi spokeswoman says: “WPP will source talent from within its global network of communications agencies to address the needs of the brand in delivering a new 360 campaign for the brand.”
The appointment is effective immediately.
Global media planning and buying for Bombay Sapphire remains unchanged, with Mediaedge:CIA handling the business. MEC won global communications planning account for Bacardi-Martini brands without a pitch earlier this year.
Bacardi recently launched a global social media campaign to help promote Bombay Sapphire gin, claiming it to be the biggest integration of Facebook in its online marketing to date.
The campaign, a continuation of ’There’s Something Inside’ campaign, utilises Facebook Connect to let people share their favourite memories with friends and create a personalised piece of content that links with their closest friends on the social network.
This story first appeared on pitch