Bacardi readies experiential hire

UK marketers behind premium rum brand Bacardi are planning to bring in an agency to handle international 'experiential' work.

Bacardi Global Brands, based in Weybridge, Surrey confirmed that it had held discussions with agencies - but declined to comment further.

The company, which has previously branded bars at rock festivals, initially called in London-based Agency Assessments International (AAI) to advise on which companies would be up to the task.

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