- Diageo has awarded its £60 million UK media planning and buying business to Carat following a two way fight against MindShare.
Carat, which was the incumbent on the UDV and Pillsbury Diageo divisions, now adds the Guinness GB and Burger King accounts to its portfolio. Guinness had previously been handled by MindShare while Zenith Media ran Burger King.
Zenith, however, did not take part in the pitch as Diageo's alcohol business clashed with its Carlsberg-Tetley account.
A spokesman for Diageo said: "It makes sense for the four divisions of Diageo to be in a position to share 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."
The review was overseen by Media Audits.
With the UK media review out of the way there is speculation that Diageo is to hold a global media review of its spirits brands before the end of the year. The winner of the UK pitch may, therefore, end up with responsibilities that extend into Europe.