Spirits giant Diageo has selected PHD (with support from parent Omnicom Media Group) as media agency record for most of its global business.
The company spent over $2 billion on marketing its fiscal year 2019, according to its most recent annual report. While advertising costs are a portion of that total, the company did not break out ad costs separately. But COMvergence estimates global ad spending at $350 million.
The decision followed a formal review that began last summer. Three finalists were announced earlier this year including incumbent Carat and Publicis Media.
Diageo issued a statement attributed to Isabel Massey, Global Media Director at Diageo:
“After a closely contested review of our global media business, we are delighted to appoint PHD as our media agency of record across the majority of our business. The move encompasses both planning and buying and draws on top talent and leadership from across Omnicom Media Group. I feel very lucky to have worked with incredible talent in Carat and our incumbent agencies and I speak on behalf of all of Diageo in thanking the brilliant teams there for their partnership, specialist knowledge and the passion they have brought to our business.”