Spirit giant Bacardi is looking for a change. It consolidated its agency partners and replaced the role of global CMO with two CMOs in Europe and the U.S., respectively. The company is moving lots of ad spend, effort and brand focus into digital, especially mobile, according to Mauricio Vergara, CMO for Bacardi’s North American operations. “And this year you can see lots of innovations in terms of how we engage with consumers,” he said.
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