Diageo reviews global media account

Josh McDonnell
By Josh McDonnell | 9 September 2019

Global alcohol and spirits distributor Diageo is reviewing its global media account.

The company has an approximate global marketing budget of about $2.3 billion, with its global media planning and buying handled by Dentsu Aegis Network-owned agency Carat and WPP's Mindshare, jointly.

Carat and Mindshare won the account following a global review in 2016, with Carat winning Americas, Europe and Southeast Asia and retaining the lucrative US and UK accounts. WPP’s Mindshare manage South Africa and India.

However in Australia, Diageo bucked the global trend, continuing its ongoing one agency strategy with Publicis-owned shop Spark Foundry (formerly MediaVest), while Leo Burnett handles creative.

The business, which has portfolio of brands including Bundaberg Rum, Johnnie Walker, Smirnoff, Captain Morgan, Baileys and Gordon's Gin.

A Diageo spokesperson confirmed the review this morning.

“It is industry best practice to review a major media account like this every few year. 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," they said.

Diageo spends about $20-30 million on advertising in Australia, annually. AdNews has contacted both Diageo and Publicis to confirm what impact the review will have on its arrangements locally.

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