London-headquartered food and beverage giant Diageo is reportedly planning a review to consolidate its US beer and spirits media duties, with billings estimated at over $150 million.

Diageo conducted an audit of its American media activity earlier this year, and is now, say sources, moving on to a review. The consolidated business will include Guinness Brewing (which spent just under $10m in 2000), United Distillers and Vintners (just under $40m last year) and Seagram (over $110m).

US media duties for the three units are currently handled by CIA Medianetwork in New York (Guinness), the same city’s MediaCom (Seagram) and Starcom in Chicago (UDV). MindShare – whose sibling shop J Walter Thompson in New York handles UDV around the world – may be asked to participate, say insiders.

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