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Diageo Embarks On Multi-Billion-Dollar Media Buying Review

May 13, 2016

Diageo has launched an agency review of its multi-billion-dollar global media buying and planning.

The drinks giant, which uses a network of agencies around the globe, told SND the media review will be handled in-house and involve a closed short list of agencies, but declined to comment further.

In its fiscal 2015 (ended last June), Diageo reported a total marketing spend of £1.6 billion ($2.3 billion). In the six months through December, Diageo cut its marketing spend by 5%, to £822 million ($1.2b), compared with the same six-month period a year earlier, citing “marketing spend efficiencies and a reduction in the level of spend on innovations.”

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