Liquor company Diageo Australia has appointed two new advertising agencies to its roster for below and above the line marketing activities.

Following a three way pitch it has appointed Sydney communications agency Performance Partners to its roster to handle part of its below the line business. Performance Partners joins fellow rostered BTL agency The Marketing Store on the account.

Performance Partners group director Liz Rowell said the agency would be working across Diageo brands including UDL, Archers and Gordons in areas including new product development, consumer promotion and merchandising.

Diageo’s trade marketing manager Jonathan Curnow said Performance Partners had demonstrated a strong understanding of Diageo’s strategic and creative requirements.

Meanwhile, the liquor marketer is also understood to appointed Foote Cone and Belding, Sydney to its agency roster following a pitch process.

According to FCB the appointment relates to new product development projects within Diageo’s “Innovations” program.

FCB joins Diageo’s other rostered agencies in Australia, Leo Burnett, J Walter Thompson and FNL.