Bacardi to consolidate marketing divisions

Bacardi-Martini is merging its on and off-trade marketing departments, and has promoted Bruce Ray to the new role of director of trade marketing.

Bacardi-Martini is merging its onand off-trade marketing departments, and has promoted Bruce Ray to the new role of director of trade marketing.

Ray, who was previously on-trade marketing controller, will oversee marketing for the company’s brands, which include Bacardi rum, Martini Vermouth and Bacardi Breezer. He will report to Bacardi-Martini sales director John Beard.

The restructure means that all aboveand below-the-line activity will now be carried out by one department, although the company stresses there will be no changes to its agency arrangements.

WCRS won the &£2m creative account for Martini Vermouth earlier this year, while McCann-Erickson handles the Bacardi rum and Bacardi Breezer accounts. The &£4m creative account for Metz remains with HHCL & Partners, which previously handled Martini.

The company uses Universal McCann for media planning and buying for all its brands.

Jeremy Paris Jones, who was previously commercial development controller with responsibility for off-trade marketing activity, has been promoted to purchasing controller. His responsibilities will include buying raw materials, and overseeing the manufacture and printing of promotional materials.

Ray says the restructure “makes utter strategic sense” and will enable the company to communicate similar messages to consumers in both the onand off-trade sectors.


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