Omnicom Wins Diageo’s $580M Global Media

Omnicom Wins Diageo’s $580M Global Media

Omnicom has won UK drinks giant Diageo’s global media account, including here in Australia. The business is reportedly worth $US350 million ($A580 million) annually.

The account, globally, was primarily held by Dentsu Aegis’ Carat, however, here in Australia, it was the remit of Publicis’ Spark Foundry.

Omnicom won the business in a three-way tussle between incumbent Carat and Publicis in a pitch that began back in September last year. IPG Mediabrands and WPP’s GroupM were also involved earlier on in the review.

Diageo’s stable includes some of the world’s most iconic liquor brands including Smirnoff, Guinness, Baileys, Johnnie Walker and Bundaberg Rum. But they’ve been under pressure of late as drinkers seek out a more “craft” experience.

Too, Diageo had been know for getting offside with its agencies after seeking 90-day payment terms. There had even been unsubstantiated reports the company was seeking as long as 120-days.

Commenting on the move to Omnicom, Diageo’s global media director, Isabel Massey, said in a statement: “After a closely contested review of our global media business, we are delighted to appoint PHD as our media agency of record across the majority of our business.

“The move encompasses both planning and buying and draws on top talent and leadership from across Omnicom Media Group.”

Massey added, Diageo is “lucky to have worked with Carat and our incumbent agencies and I speak on behalf of all of Diageo in thanking the brilliant teams there for their partnership, specialist knowledge and the passion they have brought to our business.”

A Carat spokesperson said: “We are extremely proud of our long-standing relationship with Diageo and the business outcomes that our partnership has driven over the last two decades. We wish Diageo continued success with their new agency arrangements.”


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