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LOS ANGELES — Diageo has requested audits from media agencies on its U.S. roster in what may be a prelude to a consolidation, said sources. The client requested the audits to determine the return on its paid media investment, said one executive. Diageo’s brands include Guinness, Smirnoff and J&B Scotch. Approval of Diageo and French drinks group Pernod Ricard SA’s purchase of Canadian Seagram is expected next month, which will add brands such as Captain Morgan and VO Canadian.
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