By Larissa Bannister,, campaignlive.co.uk, Friday, 28 January 2005 08:00AM
The drinks giant does not currently have a digital agency of record, choosing instead to award projects on a one-off basis.
Along with other drinks manufacturers, the company is understood to be increasingly concerned about the restriction of alcohol ads on TV, and as a result is looking at shifting more of its £34.8m ad budget online.
Last year, the Bartle Bogle Hegarty-affiliated Dare created a microsite and ads for the launch of Johnnie Walker Green Label, while Agency Republic is working on a project to support Smirnoff Experience,a global programme of dance music events.
In September, Diageo asked Mother's sister agency Poke London to come up with a digital campaign for Archers Peach Schnapps and, in November, it launched a Gordon's Gin website, created by Craik Jones Digital.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.
This article was first published on campaignlive.co.uk