Bacardi USA Shifts Media Duties to Mindshare
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Spirits marketer Bacardi USA has moved digital and traditional media-planning and buying to WPP’s Mindshare from KSL, as the company’s new management team continues to shake up the agency roster, according to industry executives.
In the U.S., Bacardi spent $83.9 million on measured media last year, according to Kantar Media. But overall estimated spending on the business –which includes traditional media and digital media planning and buying– is estimated at around $130 million.
KSL, an independent agency, defended the account after the review was launched in January. It’s a tough loss for the shop, which had a long-standing relationship with the marketer, gaining more work in 2010 when Bacardi consolidated most of its brands with the agency.
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