More than two decades since the merger that formed drinks giant Diageo, the company’s corporate brand continues to strike a chord with employees and shareholders alike.
Marketers need to deploy creativity against strategic opportunities, a broad audience and balancing long-term and sales-generating activity.
Brands including John Lewis and Diageo claim personalised products drive sales – and not just at Christmas – but those who judge success by ROI may be missing the point.
Amid a fail-fast culture of agile working, the pace of innovation looks set to slow as marketers pursue quality over quantity.
While the old rules still apply, there are seven characteristics successful brands display – from making time for strategy to simple KPIs and strong leadership.
Diageo 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.
Unrivalled coverage & practical advice
Sports equipment brand hits sweet spot with consumers during Japanese tournament with nostalgic campaign, according to exclusive research.
The 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 has a a three-pronged innovation strategy that aims to recruit new drinkers, engage current brand fans and disrupt the industry long-term.
The 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’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.
Mark 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.
If companies want to create inclusive and gender diverse workforces, the first step is extending and equalising their parental leave policies.
Diageo is positioning Ketel One Botanical as a new category in the spirits market that appeals to “mindful” drinkers who still want premium cocktails.