Diageo Asks Shops for Range Of Media Info

LOS ANGELES–English food and beverage giant Diageo’s consolidated $150 million U.S. beer and spirits media review is as much a primer on the American media landscape as it is an evaluation of contenders’ merits, sources said. But its goals are familiar: better rates and more efficient marketing efforts across brands.

“I think they’re doing it because [they can achieve] lower fees and cross-pollinate the brands,” said one executive. “They’d be able to ensure that Smirnoff Ice and Guinness beers … which compete against each other, wouldn’t be in the same pod.”

Diageo