Agencies battle for Diageo digital task

By Larissa Bannister,, Friday, 28 January 2005 12:00AM

Diageo is understood to be talking to agencies ahead of building a digital roster to work across its entire portfolio of UK brands, including Guinness and Smirnoff.

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 £34.8 million 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.

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