Diageo kicks off first ever global media review

Drinks giant Diageo has confirmed it is embarking on its first ever review of its media planning and buying accounts.

Currently the company, which owns brands including Johnnie Walker, Gordon’s Gin and Guinness, uses four networks, including Carat in the UK.

In a statement Diageo said: “Diageo can confirm that it is calling an agency review across its global media buying and planning services. The company will handle the process itself with a closed shortlist of agencies”.

The review follows Diageo’s focus on cost-cutting efficiencies to drive growth. In January the business revealed that a five per cent drop in its marketing spend in 2015 – down to £822m compared to the same period in 2014 – helped it generate a 1.8 per cent uplift in sales, alongside a focus on its biggest growth opportunities such as reserve brands, gin, beer and innovation.

Also, Diageo said procurement efficiencies amounted to £38m, with each region contributing to savings and Diageo said it had renegotiated media costs in North America, Europe, Brazil, Mexico and Australia.

“We are driving efficiencies at how we spend money on point of sale material and we have become more stringent and demanding when reviewing production cost and agency fees,” said Kathryn Mikells, chief financial officer at Diageo, at the time.

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