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