Initiative takes on centralised media for Diageo Ireland

Initiative Media has secured a foothold on the Diageo roster by picking up the IRpounds 15 million centralised media account in Ireland in a move that catapults the agency to the top of the Irish media league table.

Initiative Media has secured a foothold on the Diageo roster by

picking up the IRpounds 15 million centralised media account in Ireland

in a move that catapults the agency to the top of the Irish media league

table.



The bulk of the business was previously handled by AIM/Carat, whose

London office won the centralised Diageo media business for England,

Scotland and Wales last year. AIM/Carat was the Irish incumbent on the

Guinness and Gilbey’s media accounts.



Initiative pitched for the account - Ireland’s biggest - against MCM,

AIM/Carat and Zenith Media, and was confirmed as the winner of the pitch

at the beginning of this week.



The centralisation encompasses all media planning and buying for Diageo

in the Republic of Ireland and Northern Ireland across brands such as

Guinness, Baileys, Smirnoff vodka and Fitches soft drinks. Initiative

will work across TV, press, radio, cinema and electronic media for the

drinks group.



Diageo said that the decision to review the media business was a

recognition of ’the significant benefits in media value of a

well-managed, centralised communication process’. The company added that

it is ’placing a focus on costs, quality, service, innovation and

partnership’ in its new relationship with Initiative.



Initiative Ireland will officially take over the business from January

2000, and will tap into the management and research resource of the

Initiative London office, which also worked on the pitch. The roster of

creative agencies on the Irish Diageo business will not come under

scrutiny, the company insisted this week.



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