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Sources describe Diageo’s global review of its Smirnoff vodka brand as a roster shop affair.
Longtime incumbent JWT is expected to defend. Global media spending on the brand was not immediately available, but in the U.S. alone, spending approached $23 million last year, up from nearly $20 million in 2011, according to Nielsen. Those figures don't include online outlays.
JWT's relationship with Smirnoff extends beyond to the U.S. to markets such as Japan, China, India, Singapore and Australia.
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