ASIA-PACIFIC Diageo has reportedly concluded a comprehensive review of its customer relationship marketing (CRM) operations, naming OgilvyOne to handle its consolidated business for seven Asian markets.
The account is believed to include all Diageo brands in the region, excluding China, Taiwan and Australia, and is reportedly being driven by flagship whisky Johnnie Walker, Smirnoff and Bailey's.
OgilvyOne, which already handles Diageo business in the region, secured the assignment following a pitch against Diageo's other key regional incumbents: Euro RSCG, Wunderman and Arc (Media, 19 May). 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.
"Everyone is chasing the same kind of consumer group that is incredibly elusive, and reaching out to these guys when they've been exposed to so much consumer marketing is a real challenge," said a source familiar with the review. While Diageo does not break out specific Asia-Pacific figures, its 2006 interim results reveal that it upped marketing spend outside North America and Europe by 24 per cent year-on-year in the second half of 2005. Net sales in these regions grew by 12 per cent.
"In addition, relationship programmes of yesteryear have to play catch-up in a digital world. It's quite difficult to meld data-driven programmes when the way in which you collect data and the type of data is changing constantly," the source added.
OgilvyOne's appointment follows the selection of Ogilvy & Mather as global advertising agency for malt whisky brand The Glenlivet, which is owned by key Diageo rival Pernod Ricard. While the upcoming global campaign will include online, Glenlivet's presence in Asia, however, is minor. Diageo representatives did not return requests for comment, while all the agencies contacted for this story declined to comment.
