BETC London wins global Bacardi account

BETC London has had a strong start in life as the first outpost of Paris-based BETC with good work for (by definition) new clients Cow & Gate and Diet Coke and now it’s landed the global Bacardi account.

Bacardi tends to advertise in fits and starts so nobody seems to know what the business (formerly at WPP-owned Johannes Leonardo in New York) is actually worth. But there’s not much point appointing a new agency if you don’t spend some money so BETC London could be in for a considerable windfall. Maybe it’ll run a Bacardi and (Diet) Coke campaign…

BETC is owned by Havas and the possibility of creating a third global creative agency brand along Havas Worldwide (formerly Euro RSCG) and Arnold Worldwide (most things seem worldwide at Havas) must be in CEO David Jones’s mind.

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