Diageo concludes global media review

Diageo has concluded its global media review, picking Dentsu Aegis Network (DAN) for the job.

The network will handle media in North America, Europe, Latin America and Southeast Asia. Meanwhile, Mindshare will oversee India and South Africa and Mediavest will handle the Australia market, a spokesperson from Diageo told AdAge.

Last year, Diageo was tipped to have appointed Carat Asia Pacific as its media agency.

Marketing understood that the pitch covers major SEA markets and cuts across a range of brands including Guinness, Smirnoff, Johnnie Walker, Baileys, Singleton, Haig, Ciroc and Benmore. According to sources, the review includes both digital and traditional media.

While Diageo confirmed the pitch to Marketing, it declined to comment further on the details of the pitch. A spokesperson from the company said that Diageo was “reviewing its agency roster through a managed pitch process.”