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LOS ANGELES-MediaCom, New York, has won English food and beverage giant Diageo’s consolidated $150 million U.S. beer and spirits review after a two-shop final round that also included CIA Medianetwork, New York, which handles Diageo’s Guinness beer brand. MediaCom, the Grey media network, handles Seagram’s, currently in the process of being acquired by Diageo and Pernod.
CIA, a Diageo shop for 12 years, brought out some big guns in the review, including chairman Chris Ingram and Bill Croasdale, the legendary and recently retired broadcast maven who joined the CIA pitch as a consultant.
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