Diageo Is Reviewing Its $320 Million Global Media Account

Carat is the current media agency for the spirits company

Diageo last held a review of its media buying and planning account in May 2016. Getty Images
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Spirits leader Diageo, whose brands include Smirnoff, Johnnie Walker, Guinness and Bailey’s, is reviewing its global media buying and planning account.

A Diageo representative confirmed the review this morning.

“It is industry best practice to review a major media account like this every few years,” the representative said. “We have decided that the time is right to review our media agencies globally to ensure that we continue to be at the forefront of media planning and data-driven marketing plans.”

Diageo spends about $320 million on measured marketing globally per year, according to data consultancy COMvergence.

Dentsu Aegis Network’s Carat retained the majority of Diageo’s global media buying and planning business following a review initiated in May 2016. Carat began working as U.S. media agency of record for Diageo back in 2010, following a review that included the incumbent, WPP’s MediaCom. A representative for Carat did not immediately respond to a request for comment.

@ErikDOster erik.oster@adweek.com Erik Oster is an agencies reporter for Adweek.