AMV BBDO, which handles advertising for Diageo's Guinness and Kaliber brands, won the account after a pitch against fellow roster agencies J Walter Thompson, Mother, Saatchi & Saatchi, Bartle Bogle Hegarty and Miles Calcraft Briginshaw Duffy.
The agencies pitched to a team headed by Diageo corporate affairs director Tony Mair and Philip Gladman, marketing director for Smirnoff and Archers.
However, a spokeswoman said Gladman's involvement did not automatically mean those brands would be the focus of the campaign. She said it had not been decided how much would be allocated to the responsible drinking drive, or whether it would be an above-the-line campaign.
Diageo established a social responsibility unit as part of a wholesale corporate restructure earlier this year. Along with the rest of the drinks industry, it is keen to be seen to be marketing its products responsibly in order to stave off legislation.
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