Initiative wins €20 million Diageo Ireland media

DUBLIN - Diageo has appointed Initiative to handle its €20 million media planning and buying business in Ireland.

Guinness... media in Ireland won by Initiative
Guinness... media in Ireland won by Initiative

The agency won the account after a consolidation process which also involved Aegis Media’s Carat.

Diageo’s media business in Ireland was previously split between the two agencies but the account will now be centralised into the Interpublic agency, which has worked with Diageo in Ireland since 2000.

Garbhan O’Bric, the head of marketing communications at Diageo, said: "We felt Initiative were the right strategic partners to deliver our communication needs for the future – they demonstrated a true understanding of our consumers, a winning integrated approach to digital and showed how their research tools could help us improve our understanding of what our consumers think and how we connect with them in the future."