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Seeking greater call for its rums by African Americans, Bacardi-Martini U.S.A. has enlisted its first target agency for the market, Burrell Communications in Chicago.
Burrell was selected for the business over three other agencies in New York, Chicago and Los Angeles, said Celio Romanach, group marketing manager at Miami-based Bacardi-Martini. Romanach declined to name the other contenders.
Bacardi-Martini spent $24 million on advertising in 1996. The lion’s share of that, $17 million, went to its rums, according to Competitive Media Reporting.
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