Year in Review: Change makers 2020
Marketing Week ReportersIn a turbulent year for the marketing industry, and the world, we look at the people and brands that have been driving change.
Brand birthdays can help you realign for the future as well as celebrate the past
Andrew GeogheganCelebrating a brand’s anniversary shouldn’t be about complacency or introspection but a reassessment of what its heritage means for modern consumers.
How Diageo kept bartenders’ spirits up during lockdown
Matthew ValentineDiageo launched a global online training programme for bartenders to keep one of the most social work communities together during lockdown.
Diageo expands marketing effectiveness tool to help navigate Covid-19
Molly FlemingDiageo has added the latest data about Covid-19 with insights and consumer behaviour information to help improve marketing effectiveness during the pandemic.
Aviation Gin doesn’t offer a blueprint on how to build a brand
JP CastlinMarketers 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.
Meet the marketers fighting to keep sustainability on the post-Covid agenda
Steve HemsleyWhile 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 launches personalised gifting pilot to help people ‘connect’
Molly FlemingDiageo is investing in personalisation as part of a three-pronged marketing strategy that includes building excitement among existing customers to create loyalty.
Diageo’s CMO Syl Saller on leadership, diversity and her ‘shock’ at reaching the top
Molly FlemingAs Saller prepares to retire, she reflects on her career and her ‘shock’ at climbing the ladder to become Diageo’s CMO.
Making innovation count: Why brands are becoming more ‘thoughtful’
Charlotte RogersIn a rapidly changing world, the future of innovation is hard to pin down, but agility, sustainability and thoughtfulness look set to be the hallmarks of success.
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Diageo halts ‘ineffective’ ad spend due to coronavirus
Molly FlemingThe drinks giant is reallocating resources across the group “as part of mitigation measures” as the on-trade is hit by lockdowns.
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Diageo’s CMO Syl Saller to retire after 35-year career in marketing
Ellen HammettSaller has held Diageo’s top marketing job for seven years and was recently awarded a CBE in The Queen’s 2020 Honours list for services to business and equality.
‘We’re not shy of a bit of controversy’: How Diageo’s corporate brand was born
Charlotte RogersMore 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.
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Marketing needs a culture of creativity
Andrew GeogheganMarketers need to deploy creativity against strategic opportunities, a broad audience and balancing long-term and sales-generating activity.
Return on engagement: Why John Lewis and Diageo are turning to personalisation
Matthew ValentineBrands 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.
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.