Bacardi-Martini has appointed WCRS to handle its above-the-line
account for the Martini brand, two months after parting company with
HHCL & Partners due to creative differences.
WCRS pitched against Roose & Partners and Publicis for the account,
which is worth £2 million. McCann-Erickson, which handles Bacardi
Breezer, did not pitch for the business. HHCL will continue its work on
Bacardi's Metz alcopop brand.
WCRS is planning a branding campaign which will focus on TV advertising,
following a tradition of high-profile spots in the brand's advertising
history.
The iconic campaign of the 70s, "Any time, any place, anywhere," by
McCann, which held the account for 25 years, was echoed by HHCL when it
won it in 1995 with its "beautiful people" campaign. It suggested only
the beautiful were entitled to drink Martini.
In 1997 the agency swapped Martini's kitsch image for campaigns aimed at
sophisticated middle-aged women.
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