It’s hard to prove an ROI on training and development, but it’s crucial brands give space and support for their marketers to grow, say top marketers at Diageo, Channel 4 and Specsavers.
Diageo launched its breakthrough innovation team last month, which will focus on creating innovation beyond “liquid in a bottle”, something that director Guy Middleton says is crucial for its growth.
Diageo lost market share in 70% of its portfolio in the six months to the end of December. However, the business will not resort to leaning on price promotions to drive “short-term” share growth at the expense of brand equity, its CEO said.
The death of the third-party cookie has been protracted, but that has given customer-facing brands time to get their plans in order.
In the first of a new series looking at what marketers have learned from mistakes, Diageo’s chief innovation officer Mark Sandys shares the story of Guinness 0.0, which is now a best-seller in the non-alcoholic category. The road to success was paved with missteps though, including several false starts and even a full product recall.
Diageo has increased its marketing investment by 60% since 2017 and intends to continue to step up this spend, despite lowered projections for its profit and sales.
From becoming Britain’s most popular pint to its remarkable sales growth across Europe, Marketing Week’s Brand of the Year has had a year to remember.
Congratulations to all the winners of this year’s Marketing Week Awards, including Grand Prix winner Cadbury, Brand of the Year Guinness and Boots CMO Pete Markey, who is Marketer of the Year.
Diageo upped marketing spend by almost 6% in the last year, driving strong growth for brands like Guinness and Johnnie Walker. Despite the uplift, spend increased at a slower rate than previously.
The Guinness maker has dismissed the rapper’s “baseless complaint” of racism after he accused it of failing to get behind their joint venture on tequila brand DeLeón.
Determined to engage a new generation of drinkers across a vibrant and rapidly evolving continent, Guinness opted for a blend of TV sponsorship, experiential, influencer marketing and outdoor to achieve its goals.
Menezes, who was responsible for the creation of Johnnie Walker’s ‘Keep Walking’ slogan, was described as still a marketer ‘at heart’ with a passion for building great brands.
After a successful and lucrative partnership on vodka brand Ciroc spanning more than 15 years, Sean Combs filed a law suit against Diageo this week, accusing the business of racism and neglect. Whatever the outcome, it looks like the end of the relationship.
Guinness is on a roll, with sales on the up and a recent claim to be UK’s favourite pint. In this latest episode of This Much I Learned, two of architects of that success, Grainne Wafer and Neil Shah, discuss how the brand’s past informs the present.
Currently Diageo’s chief operating officer, Debra Crew claims four years’ experience in senior marketing roles at Nestle and seven years in marketing at Kraft Foods.