Madison bags media duties for Bacardi

By , agencyfaqs!, Mumbai | In Media Planning & Buying | August 17, 2007
TME has been handling the business since it won it in January this year

Following a & #BANNER1 & # multi-agency pitch, Madison Media has bagged the media duties for Bacardi. TME was the incumbent agency.

As reported by agencyfaqs! earlier, spirits company Bacardi called for a media pitch in Delhi a while ago. The pitch was a surprise, as it was only earlier this year, in January, that Bacardi had shifted agencies. At that time, the media planning and buying account shifted from Universal McCann (now Lodestar Universal) to TME.

While Madison won the account, Bacardi's ex-agencies - the more recent TME, as well as Lodestar Universal - were also reportedly interested in the business and had made their bids for it.

Although Bacardi executives were not available for comment, a source close to the development pegs the account in the region of Rs 5-10 crore in terms of billings. At present, Bacardi's creative duties lie with Rediffusion DY&R. Rediffusion bagged the business in April 2006 after McCann-Erickson lost out on it in various parts of the world, following a global review.

Bacardi hasn't been too active on the advertising circuit lately. It has relied on one-off events to do the trick, but plans on getting back into the reckoning, sources say. The company plans on unleashing TVCs, press and outdoor ads in the near future.