Diageo

Brexit: The brand winners

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Though there is still much uncertainty around what the ‘Leave vote in the EU referendum will actually mean for business and the economy, there are indicators that brands in sectors such as luxury, discounting and alcohol could see benefits from Brexit.

Ed Pilkington, Diageo: Your marketing epitaph should be ‘highly effective’, not ‘creative genius’

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Effectiveness may not be a word that stirs the blood. However, when you think that being effective means “being successful in producing a desired or intended result”, and we all work in the results business, then there is no escaping that effective marketing should lead to success. The question therefore is how to be effective. […]

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