[vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][vc_column_text]Omnicom Media Group and PHD has won Diageo\u2019s global media planning and buying account.<\/p>\n
Isabel Massey, global media director at drinks giant Diageo, said OMG will be \u201cour media agency of record\u201d and PHD will be \u201cour strategic media lead\u201d.<\/p>\n
Massey added: \u201cPHD 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\u2019s proprietary software solution, that will complement our own breakthrough marketing effectiveness tool, Marketing Catalyst.\u201d<\/p>\n
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.<\/p>\n
The drinks company is one of the world\u2019s biggest advertisers and is thought to spend upwards of \u00a3500m a year on paid media, with a reputation for investing in its brands, rather than cost-cutting.<\/p>\n
Diageo\u2019s 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%.<\/p>\n