Diageo selects Carat for pounds 70m media business

Carat has carried off the pounds 70m centralised Diageo media planning and buying business, following a head-to-head battle with MindShare.

Carat has carried off the pounds 70m centralised Diageo media

planning and buying business, following a head-to-head battle with


The win means Carat picks up pounds 25.7m worth of new business, folding

in the pounds 11.7m Guinness business and the pounds 14m Burger King

account, formerly handled by MindShare and Zenith Media


Carat already handles two other main Diageo brands, UDV worth pounds 35m

and Pillsbury, worth pounds 8.5m.

A spokesman for Diageo said: ’It makes sense for the four divisions of

Diageo to share best practice in areas such as media. We have been

pleased with the performance of our incumbent agencies but Carat is the

best option as we move the business forward.’

The review sprang from the merger of Grand Metropolitan and Guinness

last year, when Diageo was formed. Media Audits was then appointed to

review the company’s UK media suppliers.

The first stage was the centralisation of the UDV account into Carat,

following a pitch against Western International Media last summer

(Marketing, July 24).


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