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Bacardi opens $70M global review

By Published on .

[Chicago] Bacardi has launched a global advertising review for its flagship Bacardi Superior rum with presentations in early September, according to agency executives. Spending is estimated as high as $70 million. It is unclear whether local agencies will be affected; one agency executive said Bacardi is not necessarily looking for a single agency for all markets. Agencies pitching for the global assignment include World Creative Group, the Interpublic Group of Cos.' McCann Erickson Worldwide unit formerly called Amster Yard; WPP Group's Berlin Cameron/Red Cell, New York; Omnicom Group's DDB Worldwide, London, and at least two independent agencies, 180 Amsterdam and Senora Rushmore, Barcelona. McCann Erickson, London, Bacardi's U.K. agency, is also pitching. Bacardi execs did not return calls.
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