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.
As Saller prepares to retire, she reflects on her career and her ‘shock’ at climbing the ladder to become Diageo’s CMO.
In 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.
The 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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Saller 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.
More 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.
Diageo launched a global online training programme for bartenders to keep one of the most social work communities together during lockdown.
Marketers need to deploy creativity against strategic opportunities, a broad audience and balancing long-term and sales-generating activity.
Brands 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.
Amid a fail-fast culture of agile working, the pace of innovation looks set to slow as marketers pursue quality over quantity.
While the old rules still apply, there are seven characteristics successful brands display – from making time for strategy to simple KPIs and strong leadership.
Diageo 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.