Based out of Singapore, Grayling will handle Diageo's regional brand and corporate communications, and coordinate local market execution.
Burn noted that while people may be familiar with Diageo's brands such as Johnnie Walker and Guinness, the corporate brand was less known.
"We are the market leader in promoting responsible drinking and addressing concerns about misuse of alcohol," said Burn. "That's a key part of the brief, and Grayling seemed to understand that."
Burn added that partnering with Grayling ensured that he could continue to work with "the best local agencies in every market".
At present, Grayling has offices in Singapore and Hong Kong. The agency recently handled the rollout of Diageo's new regional hub office in Singapore.
Diageo chooses Grayling after 4-way AP shootout
Diageo Asia and Greater China corporate relations director Richard Burn has confirmed that Grayling has secured its regional PR retainer, following a four-way pitch that also involved Edelman, Fleishman-Hillard and Ogilvy PR.