• WedgeHard pitch — Carat (Dentsu) is locked on global media since 2017, renewed 2022. Hard to displace at AOR level.
• WhyGlobal media: Carat (Dentsu) holds global media since 2017 — won the consolidation from a previous mixed roster. Renewed/extended in 2022 in subsequent review.
• WhoDiageo Taiwan Marketing Director · TW marketing P&L owner; reports to APAC cluster

1. W1Hard pitch — Carat (Dentsu) is locked on global media since 2017, renewed 2022. Hard to displace at AOR level.
2. W2Project: TW on-trade activation, premium experiential, Johnnie Walker House-style brand homes — pitchable separately from media AOR
3. W3OOH planning + buying: TW spirits OOH is a category-specific specialism, WPP Mindshare/Wavemaker could compete on TW-specific OOH project remit
4. W4CNY gifting + Mid-Autumn Father's Day premium-gifting briefs — project-pitchable
5. W5KOL: TW whisky-tasting + cocktail creator ecosystem — project activation
6. W6Data / CRM: Diageo's 1909 loyalty + private-client whisky-collector CRM — pitchable to Choreograph/Mindshare data
7. W7Avoid: pitching global media — Carat is entrenched

• Global media: Carat (Dentsu) holds global media since 2017 — won the consolidation from a previous mixed roster. Renewed/extended in 2022 in subsequent review.
• Carat Taiwan (Dentsu Taipei) executes locally — not a WPP relationship.
• Global creative: multi-shop by brand. AnomalyLondon holds Johnnie Walker (won from BBH in 2018); AMV BBDO holds Guinness (since 2005); Anomaly also holds Don Julio + Smirnoff for select markets.
• WPP global creative exposure on Diageo is LOW — most creative AOR went to Anomaly, BBDO, indies. No major Mindshare/GroupM relationship globally.
• Diageo runs a 'Project Marketing' transformation under CMO Diezhandino — increased in-house capability and more project work alongside the global agency roster.
• TW alcohol-advertising regulation: TW restricts spirits TVC to 09:00-21:00 and prohibits ads near schools — Johnnie Walker leans heavily on OOH and on-trade to compensate.
• On-trade (premium bars in Xinyi, Da-an) is core to TW brand-building — Diageo has invested in TW brand homes (Johnnie Walker House previously).

• Diageo Taiwan Country Marketing Lead (not publicly named)Marketing Director, Diageo Taiwan

  since unknown

  Diageo Taiwan reports into Diageo Asia Pacific cluster (Singapore HQ). TW portfolio: Johnnie Walker (Red/Black/Double Black/Green/Gold/18/Blue), Singleton + Talisker + Mortlach single malts, Tanqueray gin, Smirnoff vodka, Baileys, Guinness, Don Julio tequila, Captain Morgan. Whisky is the dominant Diageo TW category — TW is one of the highest per-capita whisky markets globally.

  Source ↗
• Cristina DiezhandinoChief Marketing Officer, Diageo plc (global)

  since 2021

  Global CMO — owns global agency roster and brand-platform direction (Johnnie Walker 'Keep Walking', Guinness 'Made of More'). The exec under whom 2021-2023 global agency reviews happened.

  Source ↗

Premium spirits leader in TW with Johnnie Walker as the SOV anchor. Heavy on OOH (TW is one of the world's top spirits OOH markets), on-trade activation, KOL/lifestyle content, and CNY/gifting seasonality. Whisky dominant; gin (Tanqueray) and tequila (Don Julio) are growth bets. Marketing organized regionally (Diageo Asia Pacific, Singapore HQ) with TW country team executing. Carat (Dentsu) holds global media since 2017; Anomaly + AMV BBDO + indies hold global creative by brand. TW alcohol-ad restrictions push spend disproportionately into OOH, on-trade, KOL, and experiential vs TV.

• Johnnie Walker — 'Keep Walking' platform + Year of the [Zodiac] CNY limited editions2025 · AnomalyLondon (global creative since 2018, then BBH); Carat (Dentsu) for media · TVC, OOH dominations, on-trade activation, KOL

  Johnnie Walker is the dominant TW premium whisky brand by SOV. Heavy MRT/Songshan/Taoyuan-airport OOH. CNY zodiac packaging on Blue Label is one of the season's premium-gifting plays.

• Guinness 'Made of More' / St Patrick's Day2024 · AMV BBDO (global creative); Carat for media · Branded content + on-trade

  Guinness is a smaller TW brand but premium beer on-trade activation. AMV BBDO has held Guinness globally for 20+ years (one of advertising's longest creative relationships).

• Tanqueray / Don Julio / Smirnoff premium-spirits cocktail platforms2024 · Various — Anomaly, Wieden+Kennedy, BBDO depending on brand · On-trade activation + KOL + experiential

  TW premium cocktail bar scene supports Tanqueray + Don Julio. Smirnoff runs more mass-market. All run on-trade + experiential heavy.

• Don Julio — premium tequila TW launch acceleration2024 · Anomaly (global creative); local on-trade activation in TW · On-trade + KOL + retail

  Don Julio has been Diageo's fastest-growing brand globally; TW premium-cocktail and gift channel is the focus.

• Diageo Taiwan Marketing DirectorTW marketing P&L owner; reports to APAC cluster
  ↗
• Diageo Asia Pacific Marketing Director — Singapore HQRegional brand-platform owner for whisky/gin/vodka categories
  ↗
• Cristina Diezhandino — Global CMOSets global agency roster and platform direction
  ↗

Do NOT pitch global media — Carat/Dentsu has held it since 2017 and was renewed in 2022. Do NOT challenge Anomaly on Johnnie Walker creative or AMV BBDO on Guinness — both are entrenched globally. Pitch project remits: on-trade experiential, TW OOH-specific planning, premium-gifting CNY/Mid-Autumn, KOL whisky/cocktail activation, brand-home programs. Diageo runs 'Project Marketing' allowing project-pitched activation outside the AOR — this is the wedge.

• Pernod Ricard Taiwan (Chivas Regal, Ballantine's, Royal Salute, Absolut, Jameson, The Glenlivet) — direct competitor across whisky/vodka/gin
• Suntory Taiwan (Yamazaki, Hakushu, Hibiki, Jim Beam) — heavy Japanese-whisky play
• Kavalan / King Car Taiwan — Taiwan's own world-class single malt
• Brown-Forman Taiwan (Jack Daniel's, Woodford Reserve)
• Bacardi Taiwan (Bombay Sapphire, Grey Goose, Patrón)
• Heineken Taiwan + Taiwan Tobacco & Liquor (Taiwan Beer / Kavalan parent) — competing beer category

• ? Who is Diageo Taiwan's named country marketing director?
• ? Did the 2022 global media review reconfirm Carat for APAC including TW, or did it open carve-outs?
• ? What is the current TW on-trade activation agency (likely a TW-local specialist, not the global creative shop)?
• ? How much of TW spend is OOH vs TV vs digital given alcohol-ad restrictions?
• ? Does Diageo TW have a separate KOL/influencer agency from the global creative AOR?
• ? Has 'Project Marketing' in-housing reduced Diageo TW agency spend materially?