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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.
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