Global creative duties for Bacardi Rum have been awarded to BBH (part of Publicis Groupe), while Mother has been appointed to lead creative for Bombay Sapphire, reports industry news outlet Ad Age. Creative work for St. Germain will be handled by NCA London, part of WPP’s Ogilvy network.
The Dewar’s and Martini brands were not included in the review and will continue without an official lead creative agency, a Bacardi spokesperson confirmed.
Bacardi’s global account had previously been held by BBDO (Omnicom Group) since 2015. It has not been confirmed whether BBDO participated in the review, and the agency has not issued a comment. However, Bacardi has officially confirmed that these new appointments mark the end of its collaboration with BBDO.
‘At Bacardi, we are committed to delivering creative excellence across our entire portfolio, and the recent agency appointments – NCA London and Mother – represent an exciting step forward in that journey,’ said Ned Duggan, Chief Marketing Officer at Bacardi. He added that both agencies bring a bold and fresh perspective that perfectly aligns with Bacardi’s vision for these distinctive brands.
This move further expands BBH’s role within the Bacardi portfolio, as the agency had already taken on creative duties for Grey Goose and Patrón last year. Duggan noted that BBH’s recent work, including the global campaign ‘The Grey Goose Hotel,’ demonstrated ‘the kind of cultural relevance and storytelling power that can build meaningful connections with consumers around the world.’
Ad Age also recalls that Bombay Sapphire announced a partnership last month with E1 Series, becoming the official gin sponsor of the UIM E1 World Championship, the world’s first all-electric race boat competition.
In May, St. Germain launched a campaign featuring actress Sophie Turner, promoting its signature cocktail, the St. Germain Hugo Spritz. The campaign was created by Nike Communications and BBDO.
Just last week, Martini launched a new campaign starring Bridgerton actor Jonathan Bailey, created in collaboration with Ogilvy.
According to COMvergence data, Bacardi spent $225 million on global media in 2024. In the U.S., the company spent $91 million on measured media, down from $99 million in 2023, according to MediaRadar.
