By Natalie Mortimer

Drinks giant Diageo has confirmed it is embarking on its first ever review of its media planning and buying accounts.

Currently the company, which owns brands including Johnnie Walker, Gordon’s Gin and Guinness, uses four networks, including Carat in the UK.

In a statement Diageo said: “Diageo can confirm that it is calling an agency review across its global media buying and planning services. The company will handle the process itself with a closed shortlist of agencies”.

The review follows Diageo’s focus on cost-cutting efficiencies to drive growth. In January the business revealed that a five per cent drop in its Read full story ›

Source: The Drum