Dentsu Aegis Retains Diageo US & LatAm Media Business

prog-2-11

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 #Portada17 on Sept. 14 in New York City! The Hispanic Sports Marketing Forum on September 13, and the 11th Annual Hispanic Advertising and Media Conference on September 14 will provide you with the best content and unparalleled networking opportunities to succeed in Multicultural America.


MORE FROM PORTADA

Scout’s Michael Neuman on Why He’s Bullish on MLS

Scout’s Michael Neuman on Why He’s Bullish on MLS

Michael Neuman, EVP and Managing Partner at Scout Sports and Entertainment, talked to Portada about the MLS challenges to become a mayor sport in the US.


CHANGING PLACES: Nicole Cordero, Andy Amendola, Marcus Fisher…

CHANGING PLACES: Nicole Cordero, Andy Amendola, Marcus Fisher…

People change positions, get promoted or move to other companies. Portada is here to tell you about it.


Sports Marketing E-letter

Get latest daily news and intelligence on sports/soccer marketing,