WPP Group’s Mediaedge:cia has scored a major coup without a review, adding global communications planning chores on Bacardi’s estimated $200 million business, per sources.
MEC takes over for various shops worldwide, though the work does not include media buying and planning. Interpublic Group’s Universal McCann and KSL handle those assignments in many markets and continues to do so.
Agency and client officials either declined comment or could not immediately be reached.
Though the assignment for MEC focuses primarily on Bacardi rum, it will eventually encompass all other brands under the client’s banner, including Dewars, Bombay Sapphire and Martini, among others.
Last October, Bacardi launched a global campaign presenting its namesake rum as the centerpiece of a Latin-tinged party.
That work, via WPP’s Young & Rubicam, London, underscores the theme by showing a bunch of partying twentysomethings on boats. As each of them throws big rocks into the water, they construct an island, which becomes the center of a fiesta. The campaign also includes iPhone/iPod downloads, Twitter campaigns, plus placement on YouTube and Facebook.