The company is in talks with a number of US-based agencies regarding the business, which is currently handled by WPP network Y&R.
Y&R has been the incumbent on the account since 2005, however it’s now understood that Bacardi is looking for a smaller boutique shop to oversee the bulk of its advertising activity.
Last year, Bacardi appointed Burger King marketer Stefan Bomhard, as the new regional president for Europe, Middle East and Africa. He works closely with Silvia Lagnado, Bacardi’s global chief marketing officer.
Despite the review, Rainey Kelly Campbell Roalfe/Y&R will continue to handle the advertising for the Bacardi-owned gin brand Bombay Sapphire.