Grayling, the incumbent, is believed to be in the process of defending its hold on the business. The review is reportedly to be at an “early stage” but “several undisclosed agencies” have already been invited for a briefing, according to sources within the industry.
One local PR agency head said the review was initially thought to be solely for Diageo’s regional corporate communications, but added it was unlikely that the multinational drinks company would go through the entire review process “just for a corporate brief.” She said that the review is now thought to encompass its entire public relations arrangement.
Another source noted that the drinks giant was looking for a PR network to help the company refocus its efforts in China, India and Thailand.
The Johnnie Walker brand is key for Diageo in markets including China, India, Thailand and Australia.
The Smirnoff brand is heavily promoted by Diageo in Thailand, India and Australia, while Guinness continues to thrive in markets such as Malaysia and Australia.
How the company’s corporate social responsibility drives and programmes would be communicated will also be a central aspect of the review.
Grayling secured the regional retainer account following a four-way pitch in February 2006, and has been servicing the wine and spirits firm through its network’s offices in Hong Kong and Singapore since.
Based out of Singapore, where Diageo’s regional headquarters is located, Grayling currently oversees the company’s regional brand and corporate communications, and co-ordinates local market executions and activities.
When contacted, Chris Davies, managing director of Grayling Asia, declined to comment on the status of the impending review, but said that his firm has “a very happy relationship with Diageo across several territories.”
Last month, Diageo reportedly called a pitch for its CRM business in China, with at least three agencies vying for the account.
One local PR agency head said the review was initially thought to be solely for Diageo’s regional corporate communications, but added it was unlikely that the multinational drinks company would go through the entire review process “just for a corporate brief.” She said that the review is now thought to encompass its entire public relations arrangement.
Another source noted that the drinks giant was looking for a PR network to help the company refocus its efforts in China, India and Thailand.
The Johnnie Walker brand is key for Diageo in markets including China, India, Thailand and Australia.
The Smirnoff brand is heavily promoted by Diageo in Thailand, India and Australia, while Guinness continues to thrive in markets such as Malaysia and Australia.
How the company’s corporate social responsibility drives and programmes would be communicated will also be a central aspect of the review.
Grayling secured the regional retainer account following a four-way pitch in February 2006, and has been servicing the wine and spirits firm through its network’s offices in Hong Kong and Singapore since.
Based out of Singapore, where Diageo’s regional headquarters is located, Grayling currently oversees the company’s regional brand and corporate communications, and co-ordinates local market executions and activities.
When contacted, Chris Davies, managing director of Grayling Asia, declined to comment on the status of the impending review, but said that his firm has “a very happy relationship with Diageo across several territories.”
Last month, Diageo reportedly called a pitch for its CRM business in China, with at least three agencies vying for the account.
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