Bacardi Cuts to Four in Media Review

Contenders include incumbent KSL

Bacardi has narrowed the list of contenders in its U.S. media review to four, according to sources.

Sources identified the shops as Mindshare, TargetCast, Horizon Media and the incumbent, KSL Media. Ark Advisors in New York is managing the process.

Ark and the Miami-bassed Bacardi could not immediately be reached for comment. 

According to the initial request for proposals in the review, the company plans to spend $130 million on media this year. A final decision is expected by the end of March.

Bacardi’s biggest brands include its namesake rum, Grey Goose vodka, Bombay Sapphire gin, Dewar’s scotch whiskey and Martini vermouth.

Bacardi recently awarded its global creative responsibilities on its rum business to BETC, London. Last September, Johannes Leonardo, New York, resigned that account after just a year when the marketer called for an agency review.