Diageo’s CMO on the ‘energy sources’ that underpin marketing
When Cristina Diezhandino took over as Diageo’s CMO last summer she saw it as an opportunity to rethink “the future of marketing” and introduce six pillars to rally the drinks giant’s 1,200-strong team.
Being offered the top marketing job at one of the world’s biggest brands is most marketers’ dream come true. But taking on that role in the middle of a global pandemic is probably not how most people envisage it happening. Especially when the brand in question is drinks giant Diageo at a time when much of the world’s hospitality sector was forced to close.