Bacardi, international spirits brand, has chosen, without formal review, to hand off all its global creative initiatives to two Omnicom-owned agencies, BBDO Worldwide and OMD Worldwide.
Under this portfolio, the agencies will handle campaigns for Bacardi, Martini, Bombay Sapphire, Dewar’s, Grey Goose, William Lawsons, and Cazadorez Tequila.
“Our goal is to be able to work better and to create closer alignment between our global and local market operations,” said Mike Dolan, chief of Bacardi Limited. “To achieve this goal requires that we work with a global network that fits our unique culture, values and entrepreneurial spirit. Choosing BBDO and OMD Worldwide does both based on their proven ability to deliver against similar goals for other multinational clients. This new global partnership will be a great catalyst for achieving topline growth.”
Before this, Bacardi worked with multiple agencies, including Havas-owned BETC, WPP's Mindshare, and Publicis Groupe's ZenithOptimedia.
The partnership will commence immediately with BBDO handling creative and strategic development, and OMD handle planning and buying across all platforms.