Initiative grabs Diageo task

The planning and buying for the Diageo brands Guinness, Baileys and Smirnoff Vodka in Ireland has moved to Initiative Media.

The planning and buying for the Diageo brands Guinness, Baileys and

Smirnoff Vodka in Ireland has moved to Initiative Media.



The Dublin office of Initiative stole the IRpounds 15 million

centralised business from AIM/Carat last week after pitching against

MCM, Zenith Media and the incumbent.



Initiative will begin working on the account - Ireland’s largest piece

of media business - in January.



Dave Harland, managing director of Initiative Ireland, will head the

drinks business assisted by directors Tim Griffiths and Colin Clark, the

team who led the pitch.



Because of the account’s size, Initiative will have to double its number

of employees by hiring around ten new people.



The brief, which covers both planning and buying for the Republic of

Ireland and Northern Ireland, includes the above brands and Fitches Soft

Drinks.



Initiative will be using television, press, radio, cinema and the

internet for the media push, with help from the London headquarters

which has just opened an internet research unit called

Initiative.com.



Diageo previously scattered its Irish media buying business among

several agencies with Carat handling the bulk - worth around IRpounds 12

million.



Carat will continue to look after centralised media planning and buying

in England, Scotland and Wales.



Diageo, which was formed by the merger of Guinness and Grand

Metropolitan, operates several companies in Ireland including the

Guinness Ireland Group, Gilbeys of Ireland, R&A Beverages and United

Beverages.



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