United States.- Smirnoff one of Diageo’s brand of highly demanded vodka. Recently, Diageo trusted its Smirnoff account to Profero, a global digital agency with Johnnie Walker, Pizza Hut, Samsung, and many other accounts. Nevertheless, Diageo will not assign the United States digital campaign to Profero but to Dentsu which won the pitch last year.
According to SymphonyIRI, Smirnoff has a 21 percent dollar market share while its competition Absolut –under TBWA/Chiat/Day agency– has a nine percent share. In accordance Smirnoff sales increased by 2.63 percent to 232 million. Diageo has spent 28.9 million in measured media of which 1.3 millon were destined to internet advertising last year.