Grayling, the incumbent, is believed to be in the process of defending its hold on the business. Diageo global comms director Stephen Doherty told PRWeek that four agencies had been invited to take part in the review.
The review comes after Diageo shifted its London-based global corporate PR business to Edelman out of Cohn & Wolfe, following a review.
A source noted that the drinks giant was looking for a PR network to help the company refocus its efforts in China, India and Thailand.
The Johnnie Walker brand is key for Diageo in markets including China, India, Thailand and Australia.
The Smirnoff brand is heavily promoted by Diageo in Thailand, India and Australia, while Guinness continues to thrive in markets such as Malaysia and Australia.
How the company’s corporate social responsibility drives and programmes would be communicated will also be a central aspect of the review.
Grayling secured the regional retainer account following a four-way pitch in February 2006, and has been servicing the wine and spirits firm through its network’s offices in Hong Kong. Singapore and Thailand since.
Based out of Singapore, where Diageo’s regional headquarters is located, Grayling currently oversees the company’s regional brand and corporate communications, and co-ordinates local market executions and activities.
When contacted, Chris Davies, managing director of Grayling Asia, declined to comment on the status of the impending review, but said that his firm has a very happy relationship with Diageo across several territories.