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Mediaedge:cia wins Bacardi communications account

18 Feb
Mediaedge:cia has been selected to oversee the global communications planning account for Bacardi.

The marketing jobs provider was chosen by the spirits brand without having to submit a pitch, Campaign reports.

It will initially be responsible for working on a worldwide communications strategy for Bacardi's rum, before moving on to its Martini and Grey Goose brands.

Globally, Bacardi is estimated to spend $200 million (£128 million) on its media activities and, prior to selecting Mediaedge:cia, used a variety of agencies to handle different aspects of its communications planning strategy.

On a local basis, Universal McCann will continue to handle media planning and buying for Bacardi in the majority of its markets.

The move comes a week after Bacardi announced it is reviewing its digital advertising operations as part of a move to take on a retained agency.

According to the news source, glue London and Saint@Rainey Kelly Campbell Roalfe/Y&R - who currently supply their services to the drinks company - will be unaffected by the move.ADNFCR-2176-ID-19622711-ADNFCR
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