Diageo’s new CFO pledges greater ‘rigour’ in measuring marketing effectiveness
Niamh CarrollThe 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.
Strong Guinness performance offset weak spirits demand in the UK for Diageo
Niamh CarrollAround one in ten pints sold in Great Britain is now a Guinness, with its parent company hailing brand-building, its Premier League sponsorship and 0.0 as key components in another strong period of growth.
How Guinness put the fun into alcohol-free marketing for St. Patrick’s Day
Marketing Week ReportersBy reframing the discussion around drinking culture, Guinness drove sales of its alcohol-free beer and changed perceptions of Ireland’s national day.
A model for ‘distinctive growth’: Inside Diageo’s innovation strategy
Charlotte RogersTwo decades into its premiumisation strategy, Diageo believes a balanced approach to innovation has helped the drinks giant become an “in-culture brand builder”.
Baileys at 50: How ‘honouring the liquid’ is driving year-round salience
Niamh CarrollCelebrating its 50th anniversary, Baileys is looking to drive salience despite being one of the most well-loved spirits brands, says marketing boss Paul Carton.
Why Diageo has created a Luxury Group to go after ‘big growth opportunity’
Niamh CarrollThe Diageo Luxury Group is responsible for driving strategy for brands that retail at more than $100, with the company seeing potential for strong growth in luxury, despite a slowdown in super-premium last year.
‘Miles of room to grow’: Johnnie Walker on finding growth as a category leader
Niamh CarrollDespite being one of the world’s biggest spirits brands, Johnnie Walker is not “eking out inches” of growth and sees plenty of potential for continued expansion, says its global brand director.
‘Global brand, local heartbeat’: Guinness on why its Premier League tie-up will deliver ‘tangible growth’
Niamh CarrollClaiming to have “crushed” traditional thinking around creating content, Guinness wants to nurture a long-term relationship with new partner the Premier League.
Guinness launches biggest-ever global campaign as it debuts Premier League sponsorship
Niamh CarrollGuinness 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.
Diageo ‘realigns’ marketing team as it focuses on driving efficiency of marketing spend
Niamh CarrollAfter 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.
Guinness on the ‘magic’ of intergenerational idea exchange
Charlotte RogersFrom talent spotting to prioritising mentoring, Diageo marketers Gráinne Wafer and Lauren McKay believe there’s lots to learn from colleagues at different career stages.
‘Don’t terrify, motivate’: How Diageo is ‘mobilising’ its marketers on sustainability
Niamh CarrollDiageo’s global marketing sustainability director Deb Caldow says it’s important for marketers to have a sustainability framework and agenda created by fellow marketers.
Guinness becomes official beer of the Premier League
Niamh CarrollLong associated with rugby via its Six Nations tie-up, Guinness has inked its first global partnership in football.
Diageo’s effectiveness boss on why brand-building is a ‘total business mentality’
Niamh CarrollBelief 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.
‘It’s never a case of job done’: How to build a culture of marketing excellence
Michaela JeffersonIn a challenging environment with economic pressures and rivals to contend with, can creating a holistic marketing excellence culture give brands the cutting edge?
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