Bacardi Announces Plan to Create Marketing Centers of ExcellenceBY BACARDI CUBA

In June 2015, Bacardi Limited announced its intention to create marketing Centers of Excellence in Europe and North America to bring brand strategies closer to markets and make them as relevant as possible to consumers.

Each of the centers will be headed by a chief marketing officer, who reports directly to corporate and regional leaders. The centers of excellence will partner with Bacardi's Corporate Creative Excellence team to ensure that all campaigns are executed in a locally relevant manner.

These innovative centers are part of a larger reorganization of the company’s marketing strategy, which seeks to make campaigns as tailored and local as possible. Bacardi recognizes that the global marketing climate has fundamentally shifted and that the company must alter its strategy to remain relevant. This new strategy will allow the brand to connect on an increasingly personal level with its customers.

Two centers of excellence will open shortly, in London, UK, and Hamilton, Bermuda. Bacardi plans to adopt a similar strategy for its ready-to-drink and tequila brands and will establish centers for them in Shanghai and Mexico, respectively, in the near future.