Diageo announces below-the-line and PR agency shake-up

A fortnight after Diageo Australia dropped The Monkeys from its advertising agency roster, the drinks giant has announced changes to its below-the-line and PR agency relationships, Mumbrella can reveal.

The Marketing Zoo has been appointed as Diageo’s below-the-line agency, while The Station Agency takes on shopper marketing and category duties. One Green Bean has been appointed as mainstream and premium brand PR agency, while Max Media Lab takes on luxury brand PR.

The Marketing Store, digital agency Profero and PR agency Splendid move off the business.

The review sees Diageo dispense with a pure-play digital agency in Profero, consolidating its digital work into above-the-line agency Leo Burnett – which has taken on all advertising duties for Diageo’s global and local work in Australia.

Some digital projects will also go to Diageo’s PR roster agencies.

Matt Bruhn, Diageo Australia’s marketing director, said: “We are excited to be working with these agencies in Australia to create world class work for our brands and categories.”


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