Dentsu Creative has been selected to lead Diageo’s U.S. trade and shopper marketing business, ADWEEK has learned.
The contract expands a more than 25-year relationship between the companies. Dentsu declined to quantify the length of the engagement or the size of the expanded scope.
According to a joint release, Dentsu Creative participated in a “competitive” review to land the global alcoholic beverage’s largest market. A source familiar with the pitch told ADWEEK that the scope consolidated work that sat across numerous agencies under Dentsu.
The source said Dentsu Creative beat out numerous incumbents as well as newcomers, but declined to share names.
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