Bacardi Shifts Creative, Media to BBDO and OMD
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In a major consolidation move, liquor marketer Bacardi Limited is shifting global creative duties to BBDO Worldwide and media responsibilities to OMD Worldwide. The two Omnicom Group agencies will oversee the marketer’s namesake rum and other major bands including Grey Goose, Martini, Bombay Sapphire, Dewars, William Lawson’s, Cazadores and St. Germain.
BBDO will direct creative and strategic development, Bacardi said in a statement on Wednesday. OMD will “lead planning and buying across all social, digital and media platforms, with a particular emphasis on innovative and cutting-edge ideas, rooted in data-driven insights, to reach millennial consumers,” according to the statement.
The company considered several agency options but did not hold a formal review, said Chief Marketing Officer Dmitry “Dima” Ivanov. “This is a big thing for this company,” he said in an interview. “We’ve never had a big lead partner all around the world working with us.”
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