Diageo Media Goes to Carat

Aegis-Owned Shop Picks Up $130 Million Account

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NEW YORK (AdAge.com) -- Diageo has handed its $130 million U.S. media account to Aegis' Carat after a review that included the incumbent, WPP's MediaCom, according to executives with knowledge of the matter.

The review was for all of Diageo's brands including Jose Cuervo, Johnnie Walker, Smirnoff, Captain Morgan, Bailey's, J&B, Guinness and Tanqueray.

The agencies could not be reached for comment by press time. MediaCom won the business back in 2001 and this was the first time Diageo has reviewed the business since that time.

Diageo has made a slew of ad-related changes recently. It shuffled creative assignments around, shifting advertising for the Jose Cuervo tequila brand to MDC Partners' Crispin Porter & Bogusky from WPP's JWT. The spirits giant also handed creative duties on the Don Julio brand to Grey, New York, last year after a review. And at the beginning of 2010 Diageo, named Peter McDonough president, chief marketing and innovation officer of Diageo North America.

For Carat, it means another consecutive win. The agency picked up the Red Bull $50 million U.S. media planning and buying account earlier last month. Last week Ad Age reported that one of its biggest clients, Pfizer, was starting a review of its $700 million media business. The shop also picked up the $100 million Beiresdorf planning and buying account back in March.

As for MediaCom, in 2010 it has picked up the $100 million Travelers and $100 million Revlon accounts. But it lost the $40 million Lifetime Entertainment and $25 million JetBlue accounts.

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