Diageo's United Distillers & Vintners, Seagram and Guiness Brewing brands are in the review, which has been expected since 1998, when the London-based food marketer acquired Guinness.
The review is being led by the London offices of Diageo and is being ramped up in expectation of the August arrival of Kester Fielding, a former Coca-Cola marketing executive in the U.K. who will become head of Diageo's media procurement division.
One executive said the Diageo request, which is as "thick as a telephone book," seeks information about billings, research, tools, planning and buying. -- Richard Linnett
Copyright July 2001, Crain Communications Inc.