Diageo’s new CFO pledges greater ‘rigour’ in measuring marketing effectiveness
The Johnnie Walker and Guinness owner cut marketing spend by 2% in the first half of the year, as its new CFO puts the emphasis on “rigour” and returns.
Diageo’s new chief financial officer has said the company will be “a lot more focused on returns” across advertising, commercial execution and promotional activity.
Addressing investors today (4 February) during the announcement of the company’s results for the six months ending 31 December 2024, Nik Jhangiani – who has been in post since September 2024 – emphasised a desire to drive greater returns across the business.
“Whilst I remain fully committed to investing for both the short and long term with [advertising and promotional] spend, we will be adding more rigour on measuring the effectiveness of this spend,” he said.
