Diageo pitch puts UDV back in play

Carat will have to repitch for the United Distillers & Vintners UK media account three weeks after winning the business in a pitch against Western International Media.

Carat will have to repitch for the United Distillers & Vintners UK

media account three weeks after winning the business in a pitch against

Western International Media.



The UDV business will be part of a pounds 60 million UK media

centralisation by its parent, Diageo. Other accounts up for grabs in the

review will be Guinness, Burger King and Pillsbury, which are held in

the UK by MindShare, Zenith Media and Carat respectively.



The review, which is being overseen by Media Audits, will kick off with

a pitch in September and will involve only the three incumbents. It

comes amid much 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.



A Guinness spokesperson refused to give any details on the pitch. ’It is

far too soon to say anything at all. We at Guinness are certainly

looking at agencies and media buying arrangements and, as part of

Diageo, there have been discussions about a potential

centralisation.’



Following its creation out of the merger of Guinness and Grand

Metropolitan last year, Diageo appointed Media Audits in June to review

its UK media suppliers (Campaign, 19 June).



It then emerged that Diageo was also considering a global media

centralisation (Campaign, 16 July).



Given the broad nature of the Diageo food and drinks business, the

incumbent agencies pitching for the centralised UK media business face a

number of potential clashes. Zenith Media, for example, handles the

Allied Domecq spirits and Carlsberg-Tetley beer accounts, while

MindShare has Nestle Ice Cream, which would clash with Diageo’s

Haagen-Dazs.



It is believed that Diageo is keen to put an agency in place in time for

media trading for next year.



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