Devina Joshi

Bacardi calls for media pitch

TME, which has only had the account since January this year, was in charge of the media planning and buying on the brand

Spirits company Bacardi has called for a media pitch in Delhi. This comes as a bit of a surprise, as it was only earlier this year, in January, that Bacardi had shifted agencies. At the time, the media planning and buying account shifted from Universal McCann (now Lodestar Universal) to TME (The Media Edge).

Bacardi is now in talks with several leading media agencies, and it is learnt that the incumbent, TME, is interested in retaining the account. So, it is pushing ahead aggressively with its presentations and strategy.

Apart from TME, Madison Media is also participating in the pitch. Interestingly, even Lodestar Universal is eyeing the business, according to reliable sources.

Bacardi calls for media pitch
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 (not under review) lie with Rediffusion DY&R. Rediffusion had bagged the business in April 2006 after McCann Erickson had lost out on it in various parts of the world, following a global review.

Bacardi hasn’t been too active on the advertising circuit of late. 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, once it has decided upon its media agency.

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