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.

Obtain major insights about passion point marketing (Sports, Multicultural etc). PLUS: Get 1:1 introductions with senior brand and agency executives.


Editorial Staff

Portada Staff

MORE FROM PORTADA

Growing Hispanic Retailers Impact Overall Grocery and Food Trends

Growing Hispanic Retailers Impact Overall Grocery and Food Trends

Not only are Hispanic and ethnic supermarkets a growth sector, but multicultural consumers also substantially influencing grocery and cuisine trends of the overall U.S. population.


The 4 Keys of Marketing Alcoholic Beverages to Millennials

The 4 Keys of Marketing Alcoholic Beverages to Millennials

We talked to Manny Gonzalez, Senior Director, Multicultural, at Moet Hennessy US, about the challenges of marketing alcoholic beverages to Millennials in the US. 


Group M’s Mebrulin Francisco: “In 2018 Companies will Start Connecting Data Streams Through All Devices to Fuel AI”

Group M’s Mebrulin Francisco: “In 2018 Companies will Start Connecting Data Streams Through All Devices to Fuel AI”

We talked to Mebrulin Francisco, managing partner and expert in multicultural marketing analytics at Group M, and she shared some of the key insights to take into account when approaching data analytics.