The review covers all of Diageo's brands for the Asia-Pacific region, but does not include China, Taiwan or Australia. According to sources, four agencies are involved in the pitch — OgilvyOne, Wunderman, Arc and Euro RSCG. Each currently handles Diageo business in the region.
The review follows a similar exercise in mainland China in late 2005, which saw Euro RSCG secure that market's consolidated CRM business after a three-way pitch.
One agency source said the pitch was "whisky-driven", in a reference to Diageo's Johnnie Walker brand, but added that there was an intention to assign a "relationship marketing AOR". Another source said: "It's the importance of CRM in building the brand, developing relationships and engaging with consumers."
Diageo regional CRM manager Annemiek Schleu-holts could not be reached for comment.
