NEW YORK--Bacardi USA has consolidated its U.S. media buying account at Universal McCann, the media arm of McCann-Erickson WorldGroup, effective immediately. Optimedia International, owned by Publicis Group, was the incumbent.
Billings were estimated at $40-50 million and include broadcast, print and online media buys.
Universal McCann, which handled media buying for Bacardi Light Rum, now adds buying duties for Bacardi Limon, the recently launched Bacardi O, Dewar's Scotch, Bombay Sapphire, Martini & Rossi Asti and Drambuie.
In a statement, Raoul G. Marmol, vp, director of marketing for Bacardi, acknowledged the contributions of the Optimedia group but noted the "obvious benefits" of consolidation within the IPG network.
Universal McCann claims global billings of $17.2 billion. It is part of McCann-Erickson WorldGroup, which is owned by the Interpublic Group.