Diageo retains Carat after global media review

Diageo has chosen Dentsu Aegis Network, to cover off media in North America and Europe, Latin America and Southeast Asia.

Publicis’ Mediavest and Leo Burnett retained Australia, and Mindshare will handle India and South Africa.   after ending a global planning and buying review earlier than expected.

Diageo will stick with DAN's Carat to handle media in the US and UK.

The company launched the review in May, and it has been expected to wrap up early next year.

Diageo’s brands include Guinness, Johnnie Walker and Smirnoff, with the review part of a wider drive to cut costs across the business.