Subscriber Exclusive 
Diageo’s growth plan and the story behind ‘Lidl Surprises’: Your Marketing Week
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From Diageo’s plan to fuel growth to building diversity into insight, it’s been a busy week. Here is my take.
Marketing in good spirits
Diageo is a great marketing organisation. The “Diageo way of building brands” might sound a tad cultish but it is widely admired and discussed beyond its Hanger Lane office. In short, the Guinness maker prioritises strategy, evidence and measurement, allowing the room for creative thinking, as long as it has thought through.
