Bacardi Limited consolidates global creative, digital and media responsibilities with BBDO Worldwide and OMD Worldwide

Bacardi (, the largest privately held spirits company in the world, today announced that it is aligning all of its advertising, media and digital business for its major brands with BBDO Worldwide and OMD Worldwide, part of Omnicom Group, Inc (NYSE:OMC  Brands include Bacardi, Martini, Bombay Sapphire, Dewar’s, Grey Goose, William Lawson’s and Cazadores.

“Our goal is to be able to work better and to create a closer alignment between our global and local operations,” said Michael J. Dolan, CEO Bacardi.  “To achieve this goal requires that we work with a global network.  Choosing BBDO and OMD Worldwide does both based on their proven ability to deliver against similar goals for other multinational clients.”  He added, “This new global partnership will be a great catalyst for achieving topline growth.”

BBDO will be responsible for creative and strategic development of all advertising for Bacardi’s major brands.  OMD will lead planning and buying across all social, digital and media platforms, with a particular emphasis on innovative and cutting edge ideas, rooted in data-driven insights, to reach millennial consumers.

“Bacardi has a wonderful portfolio of brands and a fast-acting leadership team with high ambitions.  We are really excited to have been picked as their partners,” said Andrew Robertson, President and CEO, BBDO Worldwide.

Said Mainardo de Nardis, CEO of OMD Worldwide, “This partnership combines the key elements of great marketing – an amazing portfolio of brands, the best creative talent supporting them, and a media partner with the global imprint, influence and experience to deliver innovative and effective consumer engagement across all media channels.”


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