Carat beats three to retain £26m Diageo media assignment

Carat has retained the £26 million UK media account for the drinks giant Diageo.

The agency fought off stiff competition from MindShare, PHD and MediaCom in a lengthy pitch process overseen by the AAR and Media Audits.

The review was called by Avril Gallagher, Diageo's media procurement manager for the UK and Ireland and a former media director at PHD, just days after Nigel Sharrocks joined as Aegis Media's chief executive for the UK and Ireland (Campaign, 9 July).

In its results for the year ending June 2004, Diageo reported its drinks turnover was up 1 per cent on 2003 to £8.9 billion. Pre-tax profits were up by 32 per cent to £1.97 billion, but this is mainly due to a loss of £1.4 billion made on the sale of Burger King last year.