PHD to handle Diageo's $350 million global media account

Diageo, whose portfolio includes Johnnie Walker, Black Dog, Black & White, VAT 69, Antiquity, Signature, Royal Challenge, McDowell's No. 1, has handed its global media mandate to PHD, part of Omnicom Media Group (OMG) according to reports.

In September 2019, Diageo called for a global media review of its media buying and planning business citing that it was industry best practice to review big media accounts every few years. Incumbents agencies that were servicing the account included Dentsu Aegis Network’s Carat (It handled North America, Europe, Latin America and Southeast Asia) and GroupM’s Mindshare (handled India and South Africa) ceased servicing the account in March 2020 and handed over the consolidated duties to OMG.

According to estimates, the account is worth $ 350 million.