Premium spirits company Diageo has appointed activation-led agency Activation Union as its below the line agency of record.
For this account, the agency has partnered with Howatson+Company to support with data, technology and creative.
Hayden Abercrombie, marketing director Diageo, said after an extensive market review, Diageo is thrilled on the appointment.
"We believe that the partnership with Activation Union will play a pivotal role in achieving our strategic objectives and look forward to the creativity and innovation they will bring to our marketing efforts," Abercrombie said.
" With their expertise, we are confident that we will excel in the ever-evolving landscape of consumer and shopper engagement”.
Ben Balesteri, head of shopper at Diageo, said the primary objective of the review is to transform how to engage consumers and shoppers at the moment of choice.
"Activation Union demonstrated an unmatched ability to develop insight-led, breakthrough shopper marketing activities that we believe will foster sustainable and profitable category growth for our brands," Balesteri said.
Chris Howatson, CEO Howatson+Company, said James is a brilliant operator.
"We couldn’t be more thrilled to partner with him and his talented team. Hayden and Ben have a brilliant vision for their future growth and the opportunity to contribute to their success is a real privilege," Howatson said.
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