WPP’s GroupM, IPG Mediabrands and Publicis Media were involved earlier in the review.
GroupM’s Mindshare handled Diageo’s media in India and South Africa and Publicis’ Spark Foundry was responsible for Australia. Massey said Diageo was lucky to have worked with Carat. “I speak on behalf of all at Diageo in thanking the brilliant teams there for their partnership, specialist knowledge and the passion they brought to our business,” she added.
Diageo spends around $350 million a year on measured media globally. While the British drinks company is most associated with Guinness in Ireland and the UK, brands like Smirnoff, Johnnie Walker and Baileys are best known across the world’s international markets. Diageo has set up a €1.5m fund for communities affected by Covid-19 in Ireland.
The fund sees €1.2m going to support bar staff and a further €300,000 to elderly vulnerable people through a partnership with the Alone charity. Oliver Loomes, country director, Diageo Ireland, said the company has been supporting the licensed trade in the last week through what is an unprecedented period as we all work together to keep people safe.
Diageo is pledging around €3m globally to communities and the bar trade.
