Spirits marketer Diageo has opted to retain Dentsu Aegis Network for North America, as well as European and Southeast Asia media duties, after a global review that began in May. Carat will continue to manage the NA assignment.
Mindshare successfully defended its assignments in India and South Africa. In Australia, Publicis Groupe shops will continue to lead the account, with MediaVest overseeing the media portion of the assignment.
The company spends an estimated $2.3 billion a year on marketing worldwide. According to Kantar Media, Diageo spent $105 million on measured media in the U.S. last year, down from $147 million in 2014.
The company’s large portfolio includes six big global brands — Johnnie Walker, Smirnoff, Tanqueray, Guinness, Captain Morgan and Bailey’s — and numerous regional offerings.
Diageo issued this statement: "Diageo has concluded a comprehensive review of our global media buying partnerships across 5 key markets. Our partnership with Aegis will support our ambitions in core markets like North America and Europe whilst Mindshare will support us in India and South Africa. Australia will retain its partnership with MediaVest. Now that the review has concluded, we remain focused on the future and our ambitious plans ahead."
In its 2015 annual report, the company disclosed that ad spending was down in North America, “as we drove procurement savings on media and agency fees in marketing, while maintaining our share of voice.”
Total marketing investment in North America was reduced by 4%, the report indicated.
The firm indicated that its advertising remained focused on Cîroc, Crown Royal, Smirnoff, Captain Morgan, and Johnnie Walker and increased on Don Julio and Bulleit.