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In a secret first meeting a little more than a month ago, BBDO and OMD executives met with Bacardi's new top management led by CEO Mike Dolan.
On the table for the March 13 session was a consolidation of the spirit company's global creative and media business, which has been spread across more than 700 agencies, with media spending of more than $175 million, by some estimates. Conversations continued, and in a few short weeks, Bacardi struck a deal to consolidate its portfolio of major brands at the two Omnicom networks.
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