Diageo Calls Global $320M Media Review

Diageo Calls Global $320M Media Review
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Diageo has called a global review of its media planning and buying agency.

With a global measured marketing budget of around $320 million ($AU467m), the beer and spirits company who is responsible for brands such as Guinness, Smirnoff, Gordon’s and Johnny Walker is looking for a new agency.

Carat and Mindshare jointly won the last media review in 2016.

Carat currently looks after the Americas, Europe and Southeast Asia, the United States and the United Kingdom, while Mindshare oversees South Africa and India.

In Australia, however, Spark Foundry handles Diageo’s media while Leo Burnett does all of its creative work.

B&T reached out to Diageo Australia to see if this review will affect Australia but did not receive a response at the time of publication.

A Diageo spokesperson confirmed the review to Adweek.

“It is industry best practice to review a major media account like this every few years.

“We have decided that the time is right to review our media agencies globally to ensure that we continue to be at the forefront of media planning and data-driven marketing plans.”

 

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