Euro RSCG 4D will provide Diageo with data strategy development and multi-brand database management.
The agency won the business following a three-way competitive pitch. The business had previously been handled by Experian.
The firm will undertake the construction of the database, which will serve as the foundation for Diageo North America's relationship marketing programmes.
George Gallate, CEO of Euro RSCG 4D, said: "This is an exciting win. We are delighted to deepen our partnership with Diageo North America and look forward to helping further the success of the innovative relationship marketing programme behind their leading brands in this key marketplace. We are grateful for this tremendous opportunity and vote of confidence in our expertise."
In making its decision, Diageo North America cited Euro RSCG 4D Discovery's powerful combination of proven database capabilities coupled with in-depth analytical skills.
UK-based drinks giant Diageo owns some of the world's biggest brands including Smirnoff, Baileys, Captain Morgan, Crown Royal, Jose Cuervo and Johnnie Walker.
Euro RSCG 4D Discovery is the database marketing and data analytics arm of Euro RSCG 4D, which is part of Euro RSCG Worldwide.
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