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Spirits marketer Diageo had awarded its domestic media duties to Aegis Group’s Carat after a review, the client has confirmed.
The company spends approximately $130 million on ads annually in the U.S., per Nielsen.
The incumbent on the account was MediaCom, a unit of WPP Group, which defended.
MediaCom won the company’s U.S. media after a consolidation review in 2001 that also included CIA Medianetwork, a predecessor to Mediaedge:cia. MediaCom’s network TV buying clout and connections in Washington, D.C.,
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