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).