Diageo the producer of Guinness recently announced that it is putting its global media business on review. By putting its global media business on review, the company is putting its planning and buying agency roster on high alert.
Diageo Calls Global Media Review
When the company was asked why it called for a global review, the Guinness, Smirnoff, Gordon’s and Johnny Walker producer stated that calling for a review is the industry best practice. Diageo stated that its industry best practice to review such a big media account every few years. They stated that the company has decided that the time is right to review its media agencies globally. According to Diageo, they are doing this to ensure that they continue to be at the forefront of media planning and data-driven marketing plans. This gives a clue to what the company is expecting from the agencies vying for the account. They are interested in data-driven marketing pitches.
Before the call for this global review, Dentsu Aegis-owned Carat handled the bulk of Diageo’s media business since 2016. According to sources, the spend for the account comes out of its estimated $2bn global marketing budget. Carat currently handles media for the business in North America, Europe, Latin America and Southeast Asia. Another agency Mindshare takes care of the company’s account in India and South Africa.
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According to Drum who reached out to both Carat and Mindshare concerning the Diaego account, the two agencies are yet to comment about the review.
Any agency or agencies chosen to handle the account will have to work in line with Diageo’s strict brand safety policies and Trusted Marketplace programme. The programme was introduced in 2017, it ensures that the company extracts the best value from its media buys. The agency or agencies chosen will also have to provide diversity stats to chief marketing officer Syl Saller. Saller has been on a drive to ensure the group’s roster is working to improve the representation of women at senior levels within their agencies.
MediaSense is consulting on the pitch.