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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.
Now, the company with global brands like Johnnie Walker, Smirnoff, Captain Morgan, Tanqueray and Guinness confirmed it is conducting its first global review with "a closed shortlist of agencies."
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