Magazine article Marketing

Bombay Sapphire Set to Hold Global Ad Pitch

Magazine article Marketing

Bombay Sapphire Set to Hold Global Ad Pitch

Article excerpt

Bacardi Global Brands, the worldwide division of Bacardi-Martini, has brought in a marketer from its US office to oversee marketing for Bombay Sapphire gin as it renews efforts to develop a worldwide campaign for the brand.

Marshall Dawson joined in March from Bacardi-Martini US as the gin brand's global marketing director, and is talking to creative agencies with a view to resurrecting the global ad pitch for the brand.

The pitch was initiated last year by Dawson's predecessor, Paul Murphy, with a view to running an international press campaign to build global market share.

Clemmow Hornby Inge, M&C Saatchi and one other agency were reported to be pitching for the task, but it was put on hold until later in the year after Murphy resigned and the company sought a brand director.

Dawson reports to Michel Recalt, chairman and chief executive of Bacardi Global Brands.

Bombay Sapphire is positioned as a premium brand and, according to Mintel, it claims about 5. …

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