Spirits giant Bacardi has announced that it is aligning all advertising, media and digital business for its major brands with BBDO Worldwide and OMD Worldwide, both part of the Omnicom Group.

The business was previously spread across over 700 agencies and has a total media spending of over $175m, according to Ad Week. WPP, Leo Burnett, and McCann Erickson were just a handful of the agencies that worked on the business.

The Bacardi portfolio includes major brands such as Bacardi Rum, Martini, Bombay Sapphire, Grey Goose, and William Lawson’s.

“Our goal is to be able to work better and to create closer alignment between our global and local market operations,” said Mike Dolan, chief executive of Bacardi Limited.

“To achieve this goal requires that we work with a global network that fits our unique culture, values and entrepreneurial spirit. Choosing BBDO and OMD Worldwide does both based on their proven ability to deliver against similar goals for other multinational clients. This new global partnership will be a great catalyst for achieving topline growth.”

Effective immediately, BBDO will be responsible for creative and strategic development of all advertising for the main Bacardi brands. OMD will lead on the planning and buying across social, digital and media platforms with a focus on reaching millennial consumers.

Mainardo de Nardis, chief executive of OMD Worldwide said: “This partnership combines the key elements of great marketing – an amazing portfolio of brands, the best creative talent supporting them, and a media partner with the global imprint, influence and experience to deliver innovative and effective consumer engagement across all media channels.”

Due to category conflicts, BBDO will have to give up two of its major liquor clients, Belvedere Vodka in the US and Famous Grouse in the UK.