The move marks a change in strategy for the drinks company, which has historically targeted consumers on an individual brand basis, rather than cross-selling across its whole portfolio.
It has hired Tonic Direct Marketing to handle the activity, which will be focused on customers in the UK and Ireland. The agency has been charged with buying in customer data and identifying potential target groups for each brand.
Tonic's appointment is the first time the company has centralised the management of its marketing database into one agency.
Diageo now plans to cross-sell brands including Baileys, Guinness and Gordon's Gin. Tonic will also work on its premium products Tanqueray Gin, Johnnie Walker Black Label and Talisker, which are managed by the Reserve Brands Group.
Tonic will initially be involved in developing strategic guidelines for Diageo and will use its existing data to plan future direct campaigns across all brands.
Diageo will then brief its roster of direct agencies, which includes EHS Brann, Chemistry, Craik Jones and Tullo Marshall Warren, about the initiatives.
Tonic was handed the business following a four-way pitch held at the end of last year against three other undisclosed agencies.
Last month Diageo hired Arc to handle relationship marketing for Johnnie Walker on a global basis, following a pitch against OgilvyOne, Brann and Wunderman.
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