†Y&R has been handed a further two Bacardi advertising assignments as the spirits company confirms the WPP-owned network as its global agency of record for the £100m rum account. Y&R adds Bacardi Flavors and Bacardi Gold Rum to the flagship Bacardi account it won in 2005.
The appointment follows a global review of the advertising business for Bacardi Global Brands (MW August 7). It was put on hold following the appointment of Seamus McBride, who is joining from Colgate-Palmolive, as its chief executive. He has since called the pitch off.
Bacardi global chief marketing officer Stella David says: “Last month, Bacardi conducted a review of future needs. We are pleased to say that it resulted in the decision to give Y&R the responsibility for other international rums.”
Y&R won the business in 2005 in a pitch lead by its London office RKCR/Y&R. However, it was put on alert in the summer after BGB global marketing services director Adam Hillyer contacted a number of network shops about the business. Leo Burnett, McCann Erickson and Saatchi & Saatchi were invited to pitch.
Bacardi’s portfolio contains more than 200 brands, including Bacardi rum, Grey Goose, Martini vermouth, Dewar’s scotch whisky, Bombay Sapphire gin and Cazadores tequila.