Diageo reviews Indian media

Diageo is reviewing its US$4 million Indian media buying and planning business, putting incumbents Universal McCann and MEC on alert.

In addition to the two incumbents, it is thought that Initiative and ZenithOptimedia are also involved in the pitch. Universal and MEC were awarded the business in 2006, with the IPG agency taking charge of Smirnoff, Shark Tooth and Captain Morgan rum, while the GroupM agency oversees Johnnie Walker and Haig.

Prior to the 2006 review, the consolidated business was handled by Carat. The separate joint venture business between Diageo and Indian spirits player Radico, which is handled by Starcom, is not part of the current review.