Ikon is off the Diageo roster, the drinks company has confirmed following AdNews' revelation earlier today that Diageo was shifting part of its media duties to creative agency Leo Burnett.
Diageo is moving responsibility for its media strategy and planning duties to Leo Burnett in the latest stage of a restructure of its agency relationships, as revealed by AdNews earlier this year.
Media buying will be handled by Mediavest - also part of the Publicis Group.
A spokesperson for Diageo said: "I can confirm that after a three-year partnership with Ikon as our media buying agency we have decided it’s time for a different approach and will not be renewing our contract with Ikon. As the media landscape evolves to encompass owned, earned and bought media, it makes sense for us to bring these three areas under one umbrella agency – Leo Burnett.
"We will be extending our partnership with Leo Burnett to include media strategy and planning. Leo’s will also oversee a buying team at sister agency Mediavest. The transition from Ikon to Leo Burnett is expected to be finalised in the coming weeks."
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