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.