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.
Marketing Week Meets…Diageo CMO Syl Saller
Russell ParsonsSyl Saller tells Marketing Week editor Russell Parsons about learning from failure, marketing leadership and empowering women.
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Diageo claims marketing effectiveness drive is making its ‘pounds work harder’
Lucy TesserasDiageo says investment in a new marketing effectiveness tool is paying off, with improvements in the rate of return on its investment in marketing leading to a bump in budget across its portfolio.
Diageo introduces creativity training to ‘inspire and challenge’ marketers
Sarah VizardDiageo’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.
Diageo’s Andrew Geoghegan: Disruption comes from ideas, not just tech
Andrew GeogheganThere are five key ways for brands to grow and disrupt a category, none of which begin with data or technology.
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Diageo puts spotlight on lack of gender equality in advertising
Ellen HammettThe 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.
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
Is your brand portfolio fit for purpose?
Charlotte RogersThe 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.
3 questions I wish I’d asked as a junior marketer: Diageo’s Mark Sandys
Erin LyonsMark 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.
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The benefits of gender-neutralising parental leave: How brands are making it work
Charlotte RogersIf companies want to create inclusive and gender diverse workforces, the first step is extending and equalising their parental leave policies.
Diageo wants to make lower calorie alcohol ‘interesting’ with premium flavoured spirits
Molly FlemingDiageo is positioning Ketel One Botanical as a new category in the spirits market that appeals to “mindful” drinkers who still want premium cocktails.
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Guinness kicks off Six Nations sponsorship as it looks to grab attention ‘in the right way’
Erin LyonsThe 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.
The Future Marketing Organisation: Creating a culture of accountability
Charlotte RogersAccountability, 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.
Authenticity is being true to your brand, not pretending to be craft
Andrew GeogheganBeneath 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.
How brands are creating a culture of marketing effectiveness
Sarah VizardIn 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.
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Taking on the trolls: Meet the brands fighting hate speech online
Charlotte RogersRather 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.
Ed Pilkington: Gin’s comeback proves it’s possible to revive a stagnant category
Ed PilkingtonThe fact consumers have fallen back in love with gin shows categories can evolve quickly, but it’s important to understand and respond to emerging trends as well as what people are interested in right now.
Diageo hopes to banish stereotypes with four-part diversity framework
Lucy TesserasDiageo aims to tackle representation, perception, agency and characterisation in its advertising as the drinks giant looks to drive change and challenge stereotypes.