Guinness has created its biggest-ever global campaign to coincide with the debut of its Premier League sponsorship as it seeks to “reach across the globe” to speak to consumers at scale.
After successive years of upweighting its marketing spend, Diageo kept its investment “flat” over the past year, as it struggled to drive volumes amid weaker consumer demand.
From talent spotting to prioritising mentoring, Diageo marketers Gráinne Wafer and Lauren McKay believe there’s lots to learn from colleagues at different career stages.
Diageo’s global marketing sustainability director Deb Caldow says it’s important for marketers to have a sustainability framework and agenda created by fellow marketers.
Long associated with rugby via its Six Nations tie-up, Guinness has inked its first global partnership in football.
Belief that investment in brands fuels performance is something that Diageo has embedded from the very top of its business down, says vice-president and global head of marketing effectiveness and embedded analytics, Gina O’Halloran.
In a challenging environment with economic pressures and rivals to contend with, can creating a holistic marketing excellence culture give brands the cutting edge?
Diageo is using AI to better understand “real behaviour, not unintended”, which it is using to drive innovation.
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.
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