Bacardi awards planning and buying work to KSL

Bacardi USA, whose brands include Bacardi rum, Grey Goose vodka and Bombay Sapphire gin, has selected KSL Media to manage all of its media planning and buying services.

The companies have worked together since 2004, said David Sklaver, president of KSL. However, certain accounts, namely Bacardi rum and Dewars, were handled by Universal McCann, he said.

Monell Darville, VP and managing director for the House of Bacardi, said there’s something to be said for having all the brands managed by one agency. “In terms of efficiency, the ability to drive a singular philosophy in one setting is key.” He said Bacardi had been working with McCann for about eight years.

When Bacardi purchased Grey Goose in 2004, KSL was the vodka’s AOR. Darville said his company was impressed with the agency’s work and moved the Bombay Sapphire account over to KSL in 2005.

Sklaver said KSL will work with Bacardi in all marketing channels, including online, out of home, TV and print.

“We’re doing a limited amount of [direct response],” he said. “But we’re using customer acquisition strategies and insights to inform our media plans. This way, we can get a better handle on who our customers are.”

Sklaver said an internal review was conducted before Bacardi switched accounts to KSL. The companies announced the hire on February 23.

“Our strategy going forward will be different for each brand,” he said.

Other brands in Bacardi USA’s portfolio include Martini vermouth, Cazadores tequila and Eristoff vodka.

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