Bacardi moves to ‘brands, not categories’ as it shakes up marketing structure
The company unveiled plans today (15 June) to introduce CoEs in Europe and North America which will each by headed by a CMO. They will report to Bacardi CEO Mike Dolan on global brands such as Bacardi and Martini and regional presidents on regional and local brands.
The Centers will create marketing assets, partnering with a “Corporate Creative Excellent” team and Bacardi’s agencies to align execution.
Bacardi claims the move is part of a strategy to bring the company’s brands “closer to its markets and make them more relevant to consumers”.
“With these changes, we will be able to adapt our focus to Read full story ›
Source: Marketing Week
