APL Resigns Its Bacardi Creative Amid Review

NEW YORK-Ammirati Puris Lintas has resigned the entire $15 million Bacardi-Martini USA rum account weeks after the Light and Light-Dry portions of that business went into review, the agency confirmed.
Sources described the relationship between the client and the agency as strained over the last year or so.
Briefings for the remaining three or four contenders are this week with the Miami client, sources said. Amster Yard, New York, is also contending. One of Wieden & Kennedy’s offices was a contender, but has dropped out, sources said. Wieden executives declined comment, as did Bacardi.
AAR/Bob Wolf here is handling the review. APL also handles media duties for several Bacardi brands. It is unclear whether that relationship will continue. -Justin Din