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.
Diageo, 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.
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