Diageo looks to add social media skills to its roster

Diageo is searching for agencies with social media capabilities to its advertising roster.

Smirnoff: owner Diageo talks to agencies
Smirnoff: owner Diageo talks to agencies

The alcohol giant, which counts Smirnoff, Guinness, and Pimm's among the brands in its portfolio, is understood to have opened talks with agencies about its plans as it looks to introduce greater social media support for its brands.

News of the pitch follows recent reports Diageo is looking to overhaul the way in which it handles its agency relationships.

The company is said to be abolishing the "lead agency" concept, and instead switching to a system where the agency with the best idea – regardless of discipline – will oversee a campaign.

Agencies currently on Diageo's roster include Abbott Mead Vickers BBDO, Bartle Bogle Hegarty, Chemistry, RPM, TMW and Agency Republic.

The company has invested heavily in social media for a limited number of its brands, such as Bailey's, however it has yet to commit to the same extent with other brands in its portfolio.