Diageo has appointed PHD to handle global media planning and buying duties, according to Omnicom Media Group’s website. The development follows a global review called in September 2019. Interpublic’s IPG Mediabrands and WPP’s Group M were both involved at an earlier stage in the process.
The incumbent on the account was Carat, which was appointed in a previous global media review in 2016. During that time, Carat managed duties across major Southeast Asia markets, cutting across a variety of brands including Guinness, Smirnoff, Johnnie Walker, Baileys, Singleton, Haig, Ciroc, and Benmore.
Isabel Massey, Global Media Director at Diageo said, “It had been a closely contested review. OMG will be our media agency of record and PHD will be our strategic media lead. PHD presented us with access to standout media talent from across Omnicom Media Group, strategic thinking and expertise around the world, underpinned by Omni, the group’s proprietary software solution, that will complement our own breakthrough marketing effectiveness tool, Marketing Catalyst. Our approach to this review was guided by our belief that world-class marketing needs world-class media,”
Diageo, the owner of Guinness, Johnnie Walker, Smirnoff, and Tanqueray, expects the transition from Carat to PHD and Omnicom Media Group to happen by around July, in time for the start of its new financial year – even though the impact of the coronavirus is uncertain.
The drinks company is one of the world’s biggest advertisers and is thought to spend upwards of £500m a year on paid media.
Diageo’s biggest market is North America, which generates 35% of its net sales. Europe represents 23%, Asia-Pacific 21%, Africa 12% and Latin America and the Caribbean 9%.