Omnicom Media Group wins Diageo’s global media account, including Australian business

Diageo – one of the world’s biggest advertisers and the parent company of alcohol brands including Johnnie Walker, Smirnoff, Bundaberg Rum and Baileys – has shifted its global media account to Omnicom Media Group’s (OMG) PHD.

As part of the appointment, OMG will take responsibility for the Australian account, a market previously handled by Publicis agency Spark Foundry. Globally, the bulk of the business globally sat with Dentsu Aegis Network’s Carat.

“After a closely contested review of our global media business, we are delighted to appoint PHD as our media agency of record across the majority of our business,” said Diageo’s global media director, Isabel Massey.

“The move encompasses both planning and buying and draws on top talent and leadership from across Omnicom Media Group.”

It is understood that Carat was involved in the final stages of the pitch as the main incumbent. Massey added that the Dentsu agency has “incredible talent” and thanked it for its work.

“I feel very lucky to have worked with incredible talent in Carat and our incumbent agencies and I speak on behalf of all of Diageo in thanking the brilliant teams there for their partnership, specialist knowledge and the passion they have brought to our business,” she said.

Diageo commenced a global media review in September, saying at the time that: “It is industry best practice to review a major media account like this every few years.”

The drinks company’s creative roster includes Leo Burnett Sydney locally. Globally, Anomaly handles the Johnnie Walker brand, which shifted back to the agency last year from 72 And Sunny.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.