Diageo’s shopping for agencies has culminated with the company that has some of the world’s premium drinks in its portfolio settling for Lodestar Universal to handle its vodka brand Smirnoff. Mediaedge:cia will be handling Johnnie Walker. The move comes following a multi-agency pitch. The account size has been pegged in the region of Rs 15-20 crore.
Neither the client nor the agencies could be contacted at the time of filing the report, but sources close to the development confirmed the development. Details on other agencies in the fray also couldn’t be ascertained.
Diageo has some of the world’s biggest liquor brands in its stable, including Guinness, Baileys, J&B, Captain Morgan, Cuervo, Tanqueray, and Crown Royal among others, but Johnnie Walker and Smirnoff are the most visible brands of the company in India.