GLOBAL – Bombay Sapphire, the Bacardi-owned premium gin brand, has appointed a group of WPP agencies to handle its global communications account.
The network won the business after a pitch against a selection of undisclosed Bacardi roster networks. It will handle all of the brand’s integrated advertising on a global level, including TV, digital and experiential work.
The move marks the first time that Bombay Sapphire has worked with agencies on a retained global basis.
Bombay Sapphire has recently placed greater emphasis on its digital marketing activity and, last month, rolled out a social media campaign that asked consumers to create an image of themselves as a mosaic, compiled from pictures that reflected their lifestyle.
The campaign, which was created by the US agency Shift Global, could be accessed through Bombay Sapphire’s website, as well as via its Facebook fan page.
Earlier this year, Bacardi appointed Silvia Lagnado as chief marketing officer of Bacardi Limited and the president of Bacardi Global Brands. Lagnado starts at the company in September.