Hasta La Creative!

Bacardi Limited has named Swizz Beatz as its “global chief creative for culture.” But the celebrity music producer won’t be appearing in ads for the liquor marketer anytime soon.

The multi-year agreement covers Bacardi’s entire brand portfolio, which includes its namesake rum, along with Grey Goose, Martini, Bombay Sapphire and Dewars. “The goal is to develop partnerships, activations and ideas that further incorporate the Bacardi brands into the worlds of music, art and film,” Bacardi said in a statement. Swizz Beatz will also represent Bacardi brands at cultural events in the U.S. and in emerging markets, although details have not yet been released.

There are no immediate plans to put him in ads, according to a Bacardi spokeswoman. But the music maven could hold influence over Bacardi’s marketing. “As the Bacardi global chief creative for culture, I will be involved in all aspects of the productfrom brand marketing and advertising to innovation and selling platformsareas to which I will bring a new, fresh perspective,” he said in a statement. Bacardi will work with him to “forge deals with the most creative icons in sports, fashion, technology, art and film around the world in the coming months,” according to the statement.

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