Diageo on how to drive digital innovation

Ahead of her presentation at Marketing Week Live, Kathy Parker, senior vice president of global marketing innovation at Diageo details the four key principles for driving digital innovation.

Diageo

Focus

The fundamentals of marketing don’t change but the context of our brand building is changing faster than it has ever done in our history. We focus on four key areas, which we believe are the ones leading consumer entertainment: entertainment, content, technology and data.

Be Pioneering

Over the years we have been aggressively experimenting with digital and it is our intent to be a pioneer. We want to try things and scale them quickly if they work. We adopt a real entrepreneurial approach in order to deliver break-through marketing around the world.

Enable

It is important that whenever we look at technology we look at it as an enabler. Rather than using technology for technology’s sake, we use it to underpin the big idea and to help drive deeper levels of engagement.

Be Open

Our philosophy is to adopt an entrepreneurial spirit and take advantage of the changes happening in the world. We have strong relationships with all sorts of digital experts including everyone we meet in Silicon Valley or at TED. We work with the Massachusetts Institute of Technology too. Equally we work with the big players: Facebook, Google and Apple.

Find out more about Marketing Week Live here.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here