Bacardi Appoints Andy Gibson as New Chief Marketing Officer

Veteran Booze Marketer Fills Role Held By Silvia Lagnado

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Bacardi Limited has named veteran booze marketer Andy Gibson as its new chief marketing officer, replacing Silvia Lagnado, who left the company at the end of 2012.

Mr. Gibson, 44, most recently led marketing for Carlton United Brewers in Australia, part of Foster's Group Limited. At the brewer, Mr. Gibson "oversaw the strategic reframing of Australia's biggest beer brand, Victoria Bitter, to turn a decade of decline back into growth over the first quarter of its implementation," Bacardi said in a statement. Previously he worked at spirits giant Diageo for 13 years in a variety of positions across the globe.

Mr. Gibson, who starts in late April at Bacardi's global brands headquarters in London, will report directly to CEO Ed Shirley. Mr. Shirley, who joined the company last year from Procter & Gamble, has overseen a wave of marketing changes at Bacardi. Last month, Bacardi launched an agency review for its etimated estimated $130 million media buying and planning business.

Bacardi's portfolio includes over 200 brands, including namesake Bacardi Rum, Bombay Sapphire Gin and Grey Goose Vodka. Between January and October of 2012, the company spent about $56 million on measured media in the U.S., according to Kantar Media.

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