PHD and Omnicom Media Group capture Diageo global media account

A PHD-led team from Omnicom Media Group has won Diageo’s global media planning and buying account in virtually all of its key markets around the world.

Isabel Massey, global media director at drinks giant Diageo, said OMG will be “our media agency of record” and PHD will be “our strategic media lead”.

Massey added: “PHD presented us with access to standout media talent from across Omnicom Media Group, strategic thinking and expertise around the world, underpinned by Omni, the group’s proprietary software solution, that will complement our own breakthrough marketing effectiveness tool, Marketing Catalyst.”

Diageo, the owner of Guinness, Johnnie Walker, Smirnoff and Tanqueray, expects the transition to PHD and Omnicom Media Group to happen by around July, in time for the start of its new financial year.

The drinks company is one of the world’s biggest advertisers and is thought to spend upwards of £500m a year on paid media, with a reputation for investing in its brands, rather than cost-cutting.

Diageo’s biggest market is North America, which generates 35% of its net sales. Europe represents 23%, Asia-Pacific 21%, Africa 12% and Latin America and the Caribbean 9%.