The Challenge

Our partners were engaged in a search by Bacardi, Headquartered in Bermuda with offices in Miami, New York, London, Shanghai, Dubai, Geneva, and Mexico City. Bacardi is the fourth-largest international spirits company in the world, as well as the world’s largest, privately held spirits company. It was founded in 1862 in Santiago de Cuba. Since then, the company has grown to encompass an impressive portfolio of more than 200 brands and labels. Bacardi is positioned as the best, disruptor, and envy of the industry as defined by its people, brand, and performance. Its mission is to continue the original founder’s legacy of perseverance, quality, prestige, innovation, and creativity.

Our approach and success

Buffkin/ Baker was trusted with the undertaking of seeking an Executive that functioned as an Omnichannel data and analytics expert to supervise the performance of their agency of record.

Bacardi was heading into a “new world” of focused media spend, critical for the long-term preservation and enhancement of its brand reputation, internal culture of collaboration, and operating performance. With that in mind, we were diligent in finding a proven leader in the area of data and analytics who had experience with traditional channels (TV, Radio, Print) and digital channels (online, blogs, social, mobile, video).  The appointed candidate was Brenda Fiala. Prior to joining Bacardi, she worked at Diageo, founded RedBlack Consulting in Hong Kong, and Wunderman/WPP in New York.

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