Ogilvy & Mather Thailand has won the Barcardi Breezer account in
the country, beating off Dentsu Young & Rubicam and incumbent
McCann-Erickson in a three-way shoot-out.
The media account went to fellow WPP agency MindShare. McCann has
retained the Barcardi rum account.
The pitch took place over two rounds involving extensive presentations
on strategy and creative.
The account move comes at a time when Barcardi is fighting an uphill
battle to convert a market which is largely indifferent to white spirits
(see analysis, p. 28).
Mahesh Madhavan, Caldbeck Macgregor (Thailand) marketing director,
commented: "We were impressed with Ogilvy's strategic thinking and their
ability to surround the target consumer using a 360-degree consumer
contact approach."
Madhavan said a new positioning for Barcardi was required if the brand
was to succeed in Thailand.
