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.
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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.
Diageo’s playbook for global marketers
Andrew GeogheganWhile the old rules still apply, there are seven characteristics successful brands display – from making time for strategy to simple KPIs and strong leadership.
The impact of Diageo’s effectiveness focus: Marketing spend is no longer first to be cut
Sarah VizardDiageo 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.
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Gilbert stands out in Rugby World Cup ad showdown
Matthew ValentineSports equipment brand hits sweet spot with consumers during Japanese tournament with nostalgic campaign, according to exclusive research.
ASA stereotype rules have kick-started positive change
Andrew GeogheganThe 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 slows new product launch rate as it reaches ‘peak innovation’
Molly FlemingDiageo has a a three-pronged innovation strategy that aims to recruit new drinkers, engage current brand fans and disrupt the industry long-term.