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Bacardi seeks agency for pounds 90m global brief.
Bacardi Martini is hunting for a single agency to run its pounds 90 million Bacardi rum creative account on a global basis.
The review, which was called by Bacardi Martini's US head office in Miami, looks to realign the spirit as an international brand. It comes at a time when the drinks manufacturer is attempting to reverse a decline in global sales.
AAR Partners in New York is managing the review process. The brief sent out to agencies in the UK and the US calls for a campaign that will 'increase the level of affinity consumers feel towards the brand'. Media planning and buying remain unaffected by the review.
In August 2004, Bacardi Martini issued a pounds 38 million brief to agencies to create a global campaign for its main Bacardi rum brand.
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