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.
This Much I Learned: Diageo’s Chris Goddard on the rewards of longevity
Charlotte RogersIn 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.
Are brands taking marketing effectiveness resourcing seriously?
Charlotte RogersWith 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?
‘We can’t pull back’: Johnnie Walker to invest ‘aggressively’ after record year
Niamh CarrollThe 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 upped marketing spend by almost £1bn since 2017
Niamh CarrollDiageo has hailed the role its rising marketing investment has played in driving business growth, with no plans to slow down any time soon.
Diageo attributes soaring profits to marketing spend boost and premiumisation strategy
Charlotte RogersDiageo says its premiumisation strategy is paying off, as its high-end brands contributed to 71% of organic net sales over the year.
Diageo on using global insight to tackle European inflation
Niamh CarrollCMO Cristina Diezhandino says the business will lean on its brands’ “phenomenal” connection with consumers to weather the storm of inflation this year.
How Guinness attracted 1.5 million customers in under a year
Marketing Week ReportersDetermined 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 credits marketing investment boost for powering growth
Matthew ValentineDiageo 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.
Diageo on what it learnt about purpose after ‘misdiagnosing’ Baileys
Marketing Week ReportersAfter 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.
Three ways Diageo plans to use marketing to grow market share
Manny PhamOn 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.
Johnnie Walker on the insight powering its 20-year old slogan
Manny PhamScotch 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.
Nationwide’s CMO on why marketers should not let themselves be ‘patronised’
Manny PhamRather 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.
The brand purpose debate: Is the pendulum swinging ‘too hard’?
Michaela JeffersonPeople tend to love or hate brand purpose, but is its real value somewhere in the middle? Top marketers and researchers weigh in.
Diageo warns ‘quality of reach’ is becoming ‘incredibly challenging’
Manny PhamThe 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.