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Bacardi streamlines global advertising business

Bacardi has moved forward with its restructuring efforts by appointing a single communications group to handle all global advertising, media and digital business for its major brands.

Bacardi has streamlined its international advertising and media business into one single agency
Bacardi has streamlined its international advertising and media business into one single agency

The group, which confirmed earlier this month that it would shed 10% of its North American workforce as part of a streamlining programme in the region, has appointed BBDO Worldwide and OMD Worldwide– both part of Omnicome Group – to lead its multimedia and advertising business.

Brands included in the move are: Bacardi rum, Martini vermouth, Bombay Sapphire gin, Dewar’s Scotch, William Lawson Scotch, Grey Goose vodka, and Cazadores Tequila.

BBDO will be responsible for the group’s creative and strategic development of all advertising for its core brands, while OMD will lead planning and buying across all social, digital and media platforms.

Earlier this month, Bacardi revealed it would lay-off “fewer” than 80 positions from its 600-strong North America workforce as part of a bid to reduce costs, with the majority of cuts made to its sales and field marketing teams.

A spokesperson for the group told The Spirits Business that the appointment for Omnicome Group is not related to any “recent news or actions”.

“Our goal is to be able to work better and to create closer alignment between our global and local market operations,” said Mike Dolan, CEO of Bacardi. “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 top line growth.”

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