Johannes Leonardo Declined Bacardi Global Pitch

Resigned U.S. account

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Last month Bacardi agency Johannes Leonardo declined to participate in the rum marketer’s recently-called global creative review and resigned its U.S. business, sources said.

The WPP-backed New York boutique, which had worked on the brand for just over a year, declined to comment. Johannes Leonardo won the account in May 2011, taking over from WPP’s Y&R which had worked with Bacardi for six years.

Sources familiar with Bacardi say the marketer has struggled to create a consistent brand communications strategy to help it regain its industry prominence.

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