Agencies line up for Diageo luxury task

LONDON - Diageo is consolidating all of its digital and direct marketing for its luxury brands across Europe and is looking to appoint a single agency to handle the wide-ranging brief.

Johnny Walker...owned by Diageo
Johnny Walker...owned by Diageo

The task incorporates the drinks giant's luxury brands, including Johnny Walker, Ciroc vodka, Tanqueray gin, Don Julio tequila and the newly acquired Ketel One.

Diageo uses a number of shops for the UK direct and digital communications for its premium brands, collectively known as its Reserve brands.

The agencies include Agency Republic, Arc, Craik Jones, EHS Brann and AKQA.

Diageo formed its Reserve brand group in 2003.

Insiders say the drinks company has begun to place more emphasis on marketing the luxury group after obtaining the exclusive global rights to sell, market and distribute Ketel One vodka in June 2008.

AKQA currently handles Johnny Walker and Smirnoff for Diageo, while Agency Republic was awarded the Tanqueray account in June 2007.