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.
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Diageo is positioning Ketel One Botanical as a new category in the spirits market that appeals to “mindful” drinkers who still want premium cocktails.
The 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.
The 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.
Accountability, 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.
Beneath consumers’ interest in all things ‘craft’ is a desire for brands to be authentic, which means it’s less about the size of the business and more about being seen as trustworthy.
In this new video series, created in partnership with Thinkbox, we speak to marketers from Diageo, Direct Line and Barclaycard about how they create a culture of marketing effectiveness, the role of specialist units and driving collaboration across the business.
Syl Saller tells Marketing Week editor Russell Parsons about learning from failure, marketing leadership and empowering women.
Rather than staying silent or hiding comments, an increasing number of brands are calling out the abusive behaviour of online trolls by drawing attention to the real-life impact of hate speech.