Lyle Tick’s ticket out of the agency world comes from Bacardi.
Tick, an account leader who has worked at DDB, Euro RSCG, mcgarrybowen, and, most recently, Gotham (where he was co-president), will focus on the marketing of Bacardi’s vodka brands—Grey Goose, 42 Below, Eristoff—as a senior global category director.
In his first client-side job, Tick will be based in London and report to Silvia Lagnado, Bacardi’s new global chief marketing officer and president of global brands. He starts Nov. 21.
Vodka is Bacardi’s second biggest spirits category after rum. As such, Tick, 36, faces heady challenges in crossing over to the marketer side. That said, his 14 years of agency experience working on brands such as Denny’s, Best Western, Reebok, Intel, and Compaq should help.
In making the hire, Lagnado, a former brand and category leader at Unilever, cited Tick’s "passion and ambition for creativity, for building great brands." For Tick, Bacardi represents an opportunity to "do great work that moves the business. That’s something I’m going to push very hard for."
Tick’s move comes three months after he became co-president of Gotham, along with Nick Johnson. Before that, Tick was managing partner and Johnson was CMO. Tick joined Gotham in 2008, after four years at mcgarrybowen.
The co-president appointment came after CEO Peter McGuinness left to become CEO of DDB’s Chicago office. Tick’s exit leaves Johnson as the sole president.