Carat pitch nets pounds 60m Diageo media account

Carat has emerged triumphant in the three-month pitch for the Diageo centralised media business, defeating MindShare in the final stage of the review.

Carat has emerged triumphant in the three-month pitch for the

Diageo centralised media business, defeating MindShare in the final

stage of the review.



Carat was told it had won the pounds 60 million business at the end of

last week, and will take on the full implementational planning and

buying account from 1 January 1999. The Carat project team on the pitch

was led by Colin Mills, its client services director.



Diageo, which was formed when Guinness merged with Grand Metropolitan

last year, originally invited Carat, MindShare and Zenith Media to pitch

for the business back in August. The three agencies were incumbents on

the Diageo media roster.



Zenith handled the pounds 13 million Burger King business, but decided

to withdraw from the Diageo pitch before the final hurdle after deciding

that the business would clash with its Carlsberg Tetley account.



MindShare was the incumbent on the pounds 18 million Guinness GB

business while Carat had Pillsbury and Guinness in Ireland. Carat also

picked up the pounds 30 million centralised UDV account earlier this

year after the spirits division was created out of the merger of

GrandMet’s IDV and Guinness’s United Distillers (Campaign, 24 July).



Having initially stalled on a full centralisation, Diageo then decided

that there were real advantages in pooling all the business.



A Diageo spokesman said: ’It makes sense for the four divisions of

Diageo to be in a position to share the best practice in areas such as

media.



We have been pleased with the performance of our incumbent agencies but

we believe that Carat is the best option as we move the business

forward.’



Mark Craze, Carat’s managing director, said he was delighted at the win,

adding: ’It’s brilliant to be working with four such world-class

brands.’



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