Bacardi undergoing internal agency review

Share this content:

Bacardi GlobalBrands, which oversees nine global beverage brands, including Grey Goose, Dewar's and its signature rum, is undergoing an internal review of its more than 50 partner agencies.

Patricia Neal, spokeswoman for Bacardi, said she expected the pro­cess to take several months and that the review was no reflection on the quality of agencies the companycurrently works with. WPP Group's Y&Rwon Bacardi's consolidated global business in 2005.

“We want to know if we are using our [partner] agencies to the best of their skills, and if we could have better utilization of agencies,” Neal explained in an e-mail to DMNews. “In the end, changes may or may not be made.”

The 2007 combined total ad spend for Bacardi's signature rum was $12.1 million, according to Nielsen.

Seamus McBride, former EVP and president, North America and worldwide commercial effective­ness at Colgate-Palmolive Co., will become president and CEO of Bacardi as of September 1. He succeeds Andreas Gembler, who has been CEO since 2005 and is retiring from the company.


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above