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Carat | Agency Profile, Contacts, AOR, Client Relationships




Service: media

Main Telephone (212) 591-9100
Main Fax (212) 508-4399
Primary Address
150 East 42nd Street
New York, NY 10017
USA

Carat Contacts

Contacts (5/178)
Name Title State
Angela S. Chief Strategy Officer NY
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (212) 591-9100
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 150 East 42nd Street

New York, NY
10017
USA

Michael E. Chief Executive Officer NY
Ed G. Client President - US NY
William S. Global President- Dentsu Aegis NY
Christine R. Global President NY

Client Relationships


Brand Service From To Media Spend
******* media buying & planning 2012 present *****
***** Media Buying, Media Planning unknown present ********
***** **** & ***** Media Buying, Media Planning unknown present *
*** ****** Media Buying, Media Planning unknown present ******
**** Media Planning 2017 present *

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WinmoEdge

Score 62 - On the Brink: Diageo NA promotes new CMO, president of US Spirits & Canada


Update: Diageo North America has promoted Ed Pilkington to chief marketing and innovation officer, and Claudia Schubert to president of US Spirits & Canada. Pilkington previously served as CMO for Diageo Europe, and Schubert previously served as general manager of Diageo Continental Europe and Russia.

These new execs push Diageo NA to "On the Brink" status, meaning agency changes are even more likely. So, keep reaching out to see what work can be secured or start reaching out if you haven't already. Your competition will likely include the Carat, which has been media AOR since 2010. And be sure to look for work across Diageo's entire portfolio of brands.

Diageo recently released the new VR series on the dangers of binge drinking. There should be revenue to secure for these initiatives. 

Read about the rest of their recent spend and executive changes below. 


Below was originally published 4/17:

Alcohol giant Diageo North America has named Nuno Teles as the US president of Diageo Beer Company. His most recent role was CMO at Heineken, and prior to that, he served various marketing and distribution roles at Heineken. 

While a new presidential hire isn't a sure fire sign that agency changes are imminent, Teles' marketing experience makes it a little more likely (especially since the president tends to oversee day-to-day execution and strategy). Plus, chief marketing and innovation officer James Thompson has been in the position for just under three years, putting him close to average CMO tenure (~38 months). So, agencies with booze experience should begin reaching out to get on Diageo's radar. Your competition will likely include the Carat, which has been media AOR since 2010. And be sure to look for work across Diageo's entire portfolio of brands.

Sellers - In the company's 2017 annual report, they gave some more information as to their future marketing plans. They are going to increase spend even further in 2018, particularly in the digital ecommerce arena and for their scotch brands. For numbers, they reported 2016 spend was $541 million and 2017 was $642 million.

Also, note that some of those spend increases are already manifesting. Johnnie Walker just launched a $15 million dollar campaign, the brand's largest in a decade. 

Their top demographic is male millennials, and their most advertised alcohol types in 2017 were scotch, vodka, gin, rum, ready-to-drink and tequila, so you may want to focus there. Check out the spending for Diageo's top brands below. Click here to view the top targeted TV shows for each. 

Brand NTV YTD NTV 2017 Digital YTD Digital 2017 Other Q1-Q3 Top Q
Johnnie Walker $3.9 M $8.5 M $13,300 $302,000 $847,181 Q4
Guinness $3.6 M $14.2 M $6,100 $1.2 M $21,480 Q4
Crown Royal $4.1 M $15.9 M $7,100 $53,800 $201,548 Q4
Ciroc $1.1 M $3.2 M $142,300 $635,400 $56,708 Q2
Ketel One Vodka $0 $107,196 $100 $286,700 $198,439 Q4
Buchanan's $0 $204,555 $0 $377,700 $296,011 Q4
Captain Morgan $2.4 M $21.2 M $3,300 $1.1 M X Q2
Smirnoff $392,355 $11.4 M $163,900 $2.3 M $628,048 Q2-Q4
Bailey's Irish Cream $6,251 $3 M $28,200 $226,400 X Q4
Total $15.5 M $77.7 M $364,300 $6.5 M $2.2 M X