Are the world’s biggest advertisers betting on an upturn in the global economy? One sign of same is the big agency review as advertisers plan to uncork their wallets but would like a new agency to spend the money for them.
Already this week we’ve had Procter & Gamble reviewing its $150m US Gillette account out of BBDO (and probably the global rest of it when that’s done and dusted) and Visa going back home to BBDO from fellow Omnicom network TBWA. Now Bacardi is reported to be approaching agencies for its equally humungous (potentially) rum account. The whole company is reckoned to spend north of $500m on advertising for its brands which also include Martini and Grey Goose.
Advertising for Bacardi rum seems to happen in fits and starts these days, presumably a sign that the family-owned drinks giant isn’t altogether happy with it. The current incumbent is WPP hotshop Johannes Leonardo which took over the account from WPP sibling Y&R a couple of years ago. Brothers and Sisters handles the account in the UK.
All a bit underwhelming isn’t it?
So what will Bacardi be looking for? Johannes Leonardo was a bet on a smaller shop with a big network behind it. Bacardi’s other agencies include Fred & Farid which handles Martini and Mullen with Grey Goose.
Wieden+Kennedy is the ante post favourite to win Gillette but it’s pretty boozed up with Brown-Forman’s Southern Comfort and Heineken. McCann, now undergoing a Swedish creative makeover, might be a dark horse (it worked for Martini for decades).