|Stephen N.||Chief Creative Officer||NY|
Sample of Related Brands
|Kelly S.||Chief Marketing Officer||NY|
|Ruth B.||Chief Strategic Officer & Co-Founder||NY|
|James D.||Executive Director, Strategy & Digital Innovation||NY|
|Teng P.||Style Director||NY|
Millennial Media Opps: Diageo names new media AOR amid spend increases (Score 34)
Concluding the review we reported PHD the media AOR for most of its global business. This shift replaces Diageo's relationship with incumbent media AOR Carat. We should see the company start to focus on delivery services since most Americans are hunkered down at home and stocking up on alcohol due to the global pandemic.
Per its most recent annual report, Diageo spent more than $2 billion on marketing in FY 2019; COMvergence estimated its global ad spending at $350 million. The company tends to utilize digital, OOH, print, radio, experiential, sponsorship and local broadcast, and it seems primarily focused on millennial consumers with ads discussing issues, experiences and interpersonal relationships (example above). Considering that most millennials will be inside, listening to podcasts, watching TV and browsing social media due to the pandemic, we expect a heightened focus on paid social, podcast, OTT, national TV and digital display.
View estimates of Diageo's digital display and national TV spend for top brands via here; note the rises in YOY spend detailed on this sheet.
Agency & martech readers - Considering that agency reviews often follow one another, reach out for potential creative and/or digital duties. Diageo may decide to appoint agencies over most of its US business as it has done with media, or it may continue to hire brand-specific AORs. To the best of our knowledge, the company's roster currently includes the following agencies:
- 360i (Smirnoff digital);
- 72andSunny (Smirnoff creative since 2013);
- Anomaly London (Johnnie Walker creative since 2019);
- VMLY&R (Bailey's digital since 2018);
- MKTG (Buchanan's, Bushmills, Ciroc, Don Julio and Guinness creative);
- iProspect (Captain Morgan digital);
- Colangelo Synergy Marketing (Don Julio and Godiva Chocolate Liquer creative and digital since 2017);
- Taylor (George Dickel and Smirnoff PR since 2007);
- YARD (Tanqueray Gin creative since 2018).