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Bacardi has consolidated its domestic buying and planning at KSL Media, the shop said today.
Across all brands, the client spends more than $35 million annually in measured media, per Nielsen.
The agency picks up the namesake Bacardi rum brand, as well as Dewar’s scotch and various others. Media duties for those brands had been with IPG’s Universal McCann.
KSL already handled Bacardi’s Grey Goose vodka, Bombay Sapphire gin and Cazadores tequila.
This is the second major agency assignment made by Bacardi in as many weeks, following its recent selection of WPP Group’s Mediaedge:cia for global communications planning.
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