The move puts its entire Bacardi Martini portfolio under the agency.
The account was awarded after a three-way pitch against McCann-Erickson and Dentsu Young & Rubicam, said Caldbeck's managing director Mahesh Madhavan. The other Bacardi brands in Thailand - Bombay Sapphire, Bacardi Breezer, Barcardi White and Whytehall - have been with O&M for two years.
Caldbeck previously worked with McCann for Dewar Special's launch this year. "We did work with (McCann) for a while, saidMadhavan. It also felt it was "better to consolidate business with an agency, and reach a billings threshold so you can negotiate", Madhavan added. "What we're looking for is good decent creative at a reasonable price."
The media account has simultaneously moved from McCann to MindShare.
The overall whisky market has dipped 40 per cent in the first eight months of the year, with premium brands being the hardest hit. "As GDP grows and the economy bounces back, people will start upgrading. We want to make sure that our brand is well-positioned when it happens," Madhavan said.
