Diageo's Global Media Agency Review Comes Amid Greater Scrutiny of Costs

Marketing needs to better deliver on ROI

The world's largest spirits maker, Diageo, signaled a potential change in its agency lineup when it released fiscal first-half results earlier this year: Revealing a drop in operating profit, new CFO Kathryn Mikells stressed the need for better ROI from lower marketing spending and said the company had renegotiated media costs in North America, Europe, Brazil, Mexico and Australia in the six-month period.