Bacardi Ltd. has launched a global advertising review for its flagship Bacardi Superior rum, according to executives familiar with the situation.
Spending is estimated as high as $70 million.
Agencies pitching the business include incumbent World Creative Group, part of Interpublic Group of Cos.’ McCann Erickson Worldwide, New York; WPP Group’s Berlin Cameron/Red Cell, New York; independent 180 Partners, Amsterdam; and Omnicom Group's DDB Worldwide, London.
The review includes a European advertising assignment that was handled by World Creative Group’s predecessor, Amster Yard, New York. Amster Yard, which was aligned with McCann, last year was renamed and its offices moved into McCann’s.
It couldn’t be determined whether the U.S. business was up for grabs. Bacardi USA, the distiller’s US arm, consolidated creative with independent David & Goliath, Los Angeles, last November. Contenders included McCann, Publicis Groupe’s Saatchi & Saatchi and MDC Partners' Margeotes Fertitta & Partners, New York.
Bacardi didn’t immediately respond to requests for comment. David & Goliath referred questions to Bacardi.
The Bacardi rum brand, including extensions, is the biggest premium spirit brand in the U.S. and the world, according to figures from Impact Databank. It sold 6.8 million cases in 2003 in the U.S., up 2.3% from 2002.