In a significant move within the spirits industry, Bacardí Limited has announced the results of its global creative review, selecting three London-based agencies to lead the creative direction for three of its flagship brands.

The company assigned the chosen agencies to handle Bacardí Rum, Bombay Sapphire, and St. Germain elderflower liqueur.

The Winning Agencies

• Ogilvy-owned New Commercial Arts (NCA) will debut with St. Germain elderflower liqueur, leveraging Ogilvy’s global network to drive the brand’s creative direction.

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• BBH will work on Bacardí Rum, bringing its expertise in crafting compelling narratives to the brand. Bacardí CMO Ned Duggan praised BBH’s work, citing their cultural relevance and storytelling ability.
• Mother will take the reins for Bombay Sapphire globally, promising a bold and fresh approach that aligns with Bacardí’s vision for the brand.

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A New Era for Bacardí’s Creative Strategy

The agency appointments mark a significant shift in Bacardí’s creative strategy, with CMO Ned Duggan expressing excitement about the fresh perspectives these agencies bring.
“At Bacardí, we commit to delivering creative excellence across our portfolio,” Duggan said. The new partnerships aim to drive meaningful connections with consumers globally.

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What This Means for the Industry

Bacardí’s decision to shake up its agency lineup reflects the brand’s commitment to innovation and creative excellence. As the spirits industry continues to evolve, this move positions Bacardí for success in a competitive market. The collaboration between these agencies and Bacardí will draw close industry attention, as stakeholders anticipate the creative output and impact on brand growth.

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