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
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
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
It is believed that Diageo is keen to put an agency in place in time for
media trading for next year.