Initiative wins €20m Diageo deal
18 August 09

Dublin-based Initiative has won a €20m communications planning, media planning and media buying deal with Diageo Ireland. The new contract covers the range of Diageo brands, including Guinness, Baileys, Carlsberg and Smirnoff. It's among the largest accounts in the country, alongside Procter and Gamble, and Unilever.

The award follows an agency review that took place during June and July, which was initiated by Diageo's marketing communications director, Garbhan O'Bric. Initiative had been sharing the Diageo account with Carat Ireland, which handled planning for the spirits brands. Initiative has worked with Diageo since 2000 and successfully repitched for its media business in 2003.