Guinness on the ‘magic’ of intergenerational idea exchange
Charlotte RogersFrom talent spotting to prioritising mentoring, Diageo marketers Gráinne Wafer and Lauren McKay believe there’s lots to learn from colleagues at different career stages.
‘Don’t terrify, motivate’: How Diageo is ‘mobilising’ its marketers on sustainability
Niamh CarrollDiageo’s global marketing sustainability director Deb Caldow says it’s important for marketers to have a sustainability framework and agenda created by fellow marketers.
Guinness becomes official beer of the Premier League
Niamh CarrollLong associated with rugby via its Six Nations tie-up, Guinness has inked its first global partnership in football.
Diageo’s effectiveness boss on why brand-building is a ‘total business mentality’
Niamh CarrollBelief that investment in brands fuels performance is something that Diageo has embedded from the very top of its business down, says vice-president and global head of marketing effectiveness and embedded analytics, Gina O’Halloran.
‘It’s never a case of job done’: How to build a culture of marketing excellence
Michaela JeffersonIn a challenging environment with economic pressures and rivals to contend with, can creating a holistic marketing excellence culture give brands the cutting edge?
‘A different way of building brands’: Diageo on using AI to get closer to ‘real consumers’
Grace GollaschDiageo is using AI to better understand “real behaviour, not unintended”, which it is using to drive innovation.
‘Curiosity is the easiest skill to lose’: Three marketing leaders on why investment in training matters
Molly InnesIt’s hard to prove an ROI on training and development, but it’s crucial brands give space and support for their marketers to grow, say top marketers at Diageo, Channel 4 and Specsavers.
‘You’ve got to self-disrupt’: Diageo on launching an innovation team that doesn’t create new products
Niamh CarrollDiageo launched its breakthrough innovation team last month, which will focus on creating innovation beyond “liquid in a bottle”, something that director Guy Middleton says is crucial for its growth.
Diageo: We will not pursue ‘short-term’ market share growth at expense of brand equity
Niamh CarrollDiageo lost market share in 70% of its portfolio in the six months to the end of December. However, the business will not resort to leaning on price promotions to drive “short-term” share growth at the expense of brand equity, its CEO said.
How brands like Diageo are preparing for the disappearance of third-party cookies
Chris SutcliffeThe death of the third-party cookie has been protracted, but that has given customer-facing brands time to get their plans in order.
The Time I Messed Up: Diageo’s innovation lead Mark Sandys
Niamh CarrollIn the first of a new series looking at what marketers have learned from mistakes, Diageo’s chief innovation officer Mark Sandys shares the story of Guinness 0.0, which is now a best-seller in the non-alcoholic category. The road to success was paved with missteps though, including several false starts and even a full product recall.
Diageo CFO: Growth requires ‘sustained’ marketing investment over several years
Niamh CarrollDiageo has increased its marketing investment by 60% since 2017 and intends to continue to step up this spend, despite lowered projections for its profit and sales.
Guinness scoops Brand of the Year prize
Marketing Week ReportersFrom becoming Britain’s most popular pint to its remarkable sales growth across Europe, Marketing Week’s Brand of the Year has had a year to remember.
Cadbury, Guinness and ITV win big at the Marketing Week Awards
Marketing Week ReportersCongratulations to all the winners of this year’s Marketing Week Awards, including Grand Prix winner Cadbury, Brand of the Year Guinness and Boots CMO Pete Markey, who is Marketer of the Year.
Diageo increases marketing spend to try and ‘win with consumers’ as prices rise
Niamh CarrollDiageo upped marketing spend by almost 6% in the last year, driving strong growth for brands like Guinness and Johnnie Walker. Despite the uplift, spend increased at a slower rate than previously.
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