The drinks maker is putting the capabilities back into its brand teams after creating the bespoke hub during its last restructure in 2011. Diageo formed the team to accelerate its adoption of digital but now feels its best practice guidelines are developed enough to integrate the more experimental approach back into its global and local teams.
Some members of 10-strong team have been redeployed to other parts of the business following several weeks of consultations. Senior vice president of marketing innovation and Marketing Week columnist Kathy Parker, who led the unit, has moved to work on Diageo’s David Beckham-backed Haig Club whisky as well as its rum portfolio. She assumes the new role of global head of premium core brand rums and Haig Club.
In a statement Diageo said: “The Marketing Innovation team, working in conjunction with our markets and our planning team has laid the foundation for our refreshed marketing model, showing the importance of being experimental in our marketing approach, particularly in media channels, and in building brands in culture.
“We believe now is the time to embed these capabilities in our global and local marketing teams and those capabilities are reflected in the structure from July.”
The decision is part of a wider £200m efficiency drive aimed at realigning the business around six sales and marketing areas for growth. It has led to Diageo ending localised marketing activities in emerging markets to focus on more streamlined global initiatives. The company has already been driving savings around its media spend.