Trends 2020: Marketers reach ‘peak innovation’
Molly FlemingAmid a fail-fast culture of agile working, the pace of innovation looks set to slow as marketers pursue quality over quantity.
Diageo’s playbook for global marketers
Andrew GeogheganWhile the old rules still apply, there are seven characteristics successful brands display – from making time for strategy to simple KPIs and strong leadership.
The impact of Diageo’s effectiveness focus: Marketing spend is no longer first to be cut
Sarah VizardDiageo credits its two-year focus on integrating marketing effectiveness across the business with a “profound shift” in the belief in marketing investment, but says the job is not done yet.
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Gilbert stands out in Rugby World Cup ad showdown
Matthew ValentineSports equipment brand hits sweet spot with consumers during Japanese tournament with nostalgic campaign, according to exclusive research.
ASA stereotype rules have kick-started positive change
Andrew GeogheganThe new rules around harmful gender stereotypes have caused brands to rethink how they portray gender in advertising and look more closely at the make-up of their own teams, says Diageo’s Andrew Geoghegan
Diageo slows new product launch rate as it reaches ‘peak innovation’
Molly FlemingDiageo has a a three-pronged innovation strategy that aims to recruit new drinkers, engage current brand fans and disrupt the industry long-term.
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Is your brand portfolio fit for purpose?
Charlotte RogersThe world’s largest consumer brands are sharpening their portfolios, culling unprofitable ranges to free up investment for experimentation and to capitalise on the latest trends.
Diageo introduces creativity training to ‘inspire and challenge’ marketers
Sarah VizardDiageo’s new training programme, dubbed ‘Creative Sparks’, aims to bring creativity to every aspect of marketing from media to how to use insight, as well as best practice in briefing, how to nurture ideas and using measurement to unlock creative.
3 questions I wish I’d asked as a junior marketer: Diageo’s Mark Sandys
Erin LyonsMark Sandys has worked at Diageo for more than two decades across various roles and markets, but if it weren’t for a few stern words of advice his career might have panned out very differently.
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The benefits of gender-neutralising parental leave: How brands are making it work
Charlotte RogersIf companies want to create inclusive and gender diverse workforces, the first step is extending and equalising their parental leave policies.
Diageo wants to make lower calorie alcohol ‘interesting’ with premium flavoured spirits
Molly FlemingDiageo is positioning Ketel One Botanical as a new category in the spirits market that appeals to “mindful” drinkers who still want premium cocktails.
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Diageo puts spotlight on lack of gender equality in advertising
Ellen HammettThe drinks giant is launching a short film to coincide with International Women’s Day as part of ongoing efforts to normalise gender equality through who it features in its ads and who it chooses to make them.
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Guinness kicks off Six Nations sponsorship as it looks to grab attention ‘in the right way’
Erin LyonsThe Diageo-owned beer brand is launching two campaigns, the first focused on responsible drinking and the second on “rugby’s shared values” of integrity, inclusivity, authenticity and strength, as it looks to grow the game and improve the fan experience at Europe’s most prestigious rugby tournament.
The Future Marketing Organisation: Creating a culture of accountability
Charlotte RogersAccountability, effectiveness and a commitment to collaboration will define the working culture of future marketing organisations, according to Marketing Week’s research in partnership with MiQ.