Bacardi Consolidates at Universal McCann

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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.

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