Inside Diageo’s ‘living and breathing’ marketing effectiveness culture
The company behind Guinness and Johnnie Walker ‘bakes in’ marketing effectiveness within its way of brand-building, ensuring all its marketers understand and can utilise the effectiveness technology at their disposal.
Diageo is an organisation which has made its commitment to marketing effectiveness clear. In fact, the alcoholic drinks giant is on an ongoing mission to ensure “every pound [it] invests is driving growth”.
That mission really kicked off in 2016 with the introduction of bespoke efficiency tool Catalyst.