It is believed the company is seeking a roster of agencies to handle digital marketing across key Asian markets. The work is currently split mainly between OgilvyOne and Arc.
Proximity, XM and Tribal DDB are among the shops likely to be involved in the pitch. Wunderman, which has handled Diageo business in the past, is not expected to take part.
The move means that Diageo's customer-relationship marketing business, which was consolidated within OgilvyOne last year, may again be under review.