Greater confidence in measuring effectiveness, combined with a rising level of creativity, has convinced the drinks giant to increase its marketing spend as it looks to become a DTC market leader.
Experiential marketing has been on hold in the pandemic but, while expensive to invest in, experiences are important to consumers, so brands should let their imaginations fly again.
When Cristina Diezhandino took over as Diageo’s CMO last summer she saw it as an opportunity to rethink “the future of marketing” and introduce six pillars to rally the drinks giant’s 1,200-strong team.
Adidas channels ‘rebellious spirit’ for new campaign Adidas is on a mission to make consumers feel optimistic. The brand itself has plenty to look forward to with the rescheduled Olympics and Euro 2020 tournament on the horizon. The summer of sport aside, the sportswear giant also has some pretty hefty targets of its own. Adidas […]
While some brands have been forced to ramp up their focus on short-term ROI, others have held their nerve and sustained their commitment to brand building with a view to the world post-pandemic.
Sustainability is not just a ‘hygiene factor’ for businesses but a crucial opportunity for change, so brands need plan their approach systematically.
Amid stiff competition from the wider spirit sector, Smirnoff decided to pull out all the stops with a big-budget, old school shoot that brought together helicopters, cranes and some very angry fishermen.
Off trade sales in the US have driven growth, aided by planning and strategy tool Catalyst.
In a turbulent year for the marketing industry, and the world, we look at the people and brands that have been driving change.
Celebrating a brand’s anniversary shouldn’t be about complacency or introspection but a reassessment of what its heritage means for modern consumers.
Diageo launched a global online training programme for bartenders to keep one of the most social work communities together during lockdown.
Diageo has added the latest data about Covid-19 with insights and consumer behaviour information to help improve marketing effectiveness during the pandemic.
Marketers seem to believe that Diageo’s acquisition of Aviation Gin provides a blueprint for how to grow a spirits brand but it would be better if they focused on what makes their brand practical and unique.
While the attention in business has been firmly focused on surviving Covid-19, some brands are pushing to ensure that sustainablity does not fall off the radar.
Diageo is investing in personalisation as part of a three-pronged marketing strategy that includes building excitement among existing customers to create loyalty.