Diageo scouts agencies for Captain Morgan push

Global drinks powerhouse Diageo has launched an agency hunt for its Captain Morgan rum brand.

Campaign: Captain Morgan
Campaign: Captain Morgan

PRWeek understands the firm is in early-stage talks with agencies for an as-yet-unspecified consumer brief.

Captain Morgan, which has recently worked with Ogilvy PR, is the world’s second largest rum brand and only the sixth premium spirit to sell ten million cases in one year.

Diageo is rolling out a campaign exploring the figure of Captain Morgan, including a documentary shown at this month’s Sundance Film Festival.

A spokeswoman for Diageo confirmed it was ‘reviewing its support’ for the brand in Western Europe.

Diageo recently appointed Unity to handle the six-figure account in Western Europe for Bailey's, the cream liqueur.

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