The drinks giant has switched the account from incumbent Leedex Euro RSCG to Lexis, which already works on its Guinness, Baileys and Archers brands.
Diageo head of brand PR Clare Fleerackers said precise activity and budgets have yet to be determined, adding it needed to choose its agency before deciding on the direction for the brand, which achieved 14 per cent global sales growth last year.
Lexis won the account after a three-way pitch against Leedex and Borkowski PR.
Fleerackers said the majority of the £150,000 annual PR spend had, in the past, been allocated to Morgan’s Spiced, targeting 20 to 25-year-old men, while Captain Morgan Rum, which she said tends to be drunk by older males, has not received significant marketing attention.
‘There has been much more proactive work on Morgan’s Spiced in Scotland in the past,’ she said, adding that Lexis’s remit for the brands was undecided.
The UK is the third-largest market for the Captain Morgan brand, behind Canada and the US.