Mindshare’s Bacardi win in the U.S. comes on the heels of a couple of other significant prizes so far this year.
Last month, the WPP Group shop successfully defended its global HSBC business, with annual media spending estimated at $400 million, and in February, the agency won the U.S. account of Lionsgate and Summit Entertainment, which collectively spend about $250 million each year. Bacardi's annual spending totals $130 million.
In the Lionsgate and Summit pitch, which came after the former acquired the latter last year, Initiative was the incumbent on Lionsgate, and Mindshare on Summit. Horizon Media also competed for the consolidated account.
The other finalists for Bacardi were Horizon, TargetCast and the incumbent, KSL Media. Ark Advisors in New York managed the process.
Mindshare, which declined to comment, will run the business out of its New York headquarters. Beyond its namesake brand of rum, Bacardi’s portfolio of brands includes Grey Goose vodka, Bombay Sapphire gin, Dewar’s scotch and Martini vermouth.
Ark referred calls to the Coral Gables, Fla.-based Bacardi, which confirmed the hire, adding that the handoff from KSL will be completed by July 1.