Dentsu Aegis Retains Diageo US & LatAm Media Business

What: Global drinks giant Diageo has finished the review of its US$2.3 billion media account, which began last May.
Why it matters: The brand has decided to retain Dentsu Aegis Networks’ Carat in North America(including the U.S) , Europe, Latin America and Southeast Asia, WPP’s Mindshare in India and South Africa, and Publicis Media’s Mediavest in Australia.

faqji177_400x400 r8lhlgz__400x400Diageo, owner of brands like Smirnoff, has decided to retain Dentsu Aegis Networks’ Carat in North America(including the U.S) Europe, Latin America and Southeast Asia, WPP’s Mindshare in India and South Africa, and Publicis Media’s Mediavest in Australia.The brand concluded a global review of its US$2.3bn that began last May.

Diageo spent US$105 million on measured media in the U.S. last year, down from US$147 million in 2014, according to Kantar Media.

The firm indicated that its advertising remained focused on Cîroc, Crown Royal, Smirnoff, Captain Morgan, and Johnnie Walker and increased on Don Julio and Bulleit.

"Diageo has concluded a comprehensive review of our global media buying partnerships across 5 key markets.Now that the review has concluded, we remain focused on the future and our ambitious plans ahead," said the company in a statement.

Get ready for #Portada16 on Sept. 14 and 15 in New York City! The Hispanic Sports Marketing Forum on September 14, and the 10th Annual Hispanic Advertising and Media Conference on September 15 will provide you with the best content and unparalleled networking opportunities to succeed in Multicultural America.


Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

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