Diageo on the ‘magic’ of supporting underrepresented talent
Charlotte RogersThe drinks giant is joining forces with media agency PHD and the Brixton Finishing School to open up marketing to a new crop of diverse talent.
The drinks giant is joining forces with media agency PHD and the Brixton Finishing School to open up marketing to a new crop of diverse talent.
In the latest episode of Marketing Week’s podcast series, Johnnie Walker global marketing director Chris Goddard discusses his 18-year career at Diageo, why taking parental leave was a lifechanging decision and the value of cultural curiosity.
With more than half of marketers admitting effectiveness is not a defined role and rarely a priority in their business, are brands thinking clearly about how to properly resource their teams?
The whisky brand’s aims for the next year are to drive cultural relevancy, enhance its physical experiences, and “transform” digitally, according to its global marketing director.
Diageo has hailed the role its rising marketing investment has played in driving business growth, with no plans to slow down any time soon.
帝亚吉欧表示,其premiumisation支付策略off, as its high-end brands contributed to 71% of organic net sales over the year.
CMO Cristina Diezhandino says the business will lean on its brands’ “phenomenal” connection with consumers to weather the storm of inflation this year.
Determined to engage a new generation of drinkers across a vibrant and rapidly evolving continent, Guinness opted for a blend of TV sponsorship, experiential, influencer marketing and outdoor to achieve its goals.
Diageo increased marketing investment by 27% in the six months to the end of last year, ahead of sales growth, as it looks to build the business for the future.
After shedding a “higher order” purpose and refocusing the Baileys brand based on customer insights, Diageo has learnt a lot about how to build a distinctive brand consumers love.
On a mission to drive a 50% increase in market share by 2030, Diageo claims to have an “unprecedented” degree of confidence in its marketing investment thanks to effectiveness tool Catalyst.
Scotch whisky brand Johnnie Walker is thriving thanks to a combination of sustained investment, a switch to localised marketing post-pandemic and rich insight ensuring its long-term ‘Keep Walking’ platform remains relevant to consumers.
Rather than allowing themselves to be pigeonholed as the ‘colouring-in department’, marketers should demonstrate what they deliver for the business, argues Nationwide CMO Sara Bennison.
People tend to love or hate brand purpose, but is its real value somewhere in the middle? Top marketers and researchers weigh in.
The fact consumers are no longer “wrapped around the monoculture of television” presents a real problem for advertisers, according to Diageo’s global marketing effectiveness director Kiel Peterson, who believes personalisation backed by data will be key.