Bacardi to work with FCB for global China-led project

Bacardi has appointed FCB to handle a global project out of China following a three-agency pitch.

Bacardi: set to test new product in China
Bacardi: set to test new product in China

JWT and Wieden+Kennedy also competed for the business. R3 managed the process, but was unavailable for comment on the result.

It is understood that the project will centre on the development of a new product and will be led from Hong Kong. China will serve as the test market for the product.

Matt Djokovic, Bacardi’s innovation director for Asia-Pacific, and Edward Bell, FCB’s Greater China chief executive, declined to comment on the development.

Bacardi has seen notable success in the ready-to-drink (RTD) category in China, which it led with a 44 per cent share of volume in 2013, according to Euromonitor.

Source:
Campaign Asia
Tags

Related Articles

Just Published

8 hours ago

Starbucks APAC VP Samuel Fung steps down

The former VP of Product and Marketing is a two-time Campaign Power List honoree. He exits the role after nearly 12 years with the company.

10 hours ago

Santander on its shift to one global agency, why it ...

Bank has been rethinking its $1 billion-a-year spend on advertising and communications to drive consistency and effectiveness in age of AI.

17 hours ago

40 Under 40 2024: Tim Lindley, VaynerMedia

Lindley’s work at VaynerMedia, balancing strategic vision and growth with empathetic leadership, makes him a standout figure in the APAC marketing landscape.

19 hours ago

How indies are closing the gap between holding ...

In a true David vs. Goliath battle, nimble independent agencies are defying the "bigger is better" narrative, winning top clients and industry awards with smart investments, speed, and agility.