Diageo appoints former marketer as CEO as Menezes steps down
Niamh CarrollCurrently Diageo’s chief operating officer, Debra Crew claims four years’ experience in senior marketing roles at Nestle and seven years in marketing at Kraft Foods.
Currently Diageo’s chief operating officer, Debra Crew claims four years’ experience in senior marketing roles at Nestle and seven years in marketing at Kraft Foods.
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.
Guinness is the rare example of a brand with solid foundations in its product and brand assets, whose full potential is realised by brilliant marketers.
The alcoholic drinks giant halved the cost of digital ad views in the six months to 31 December, as it ramped up its global marketing investment by 6.8%.
The drinks giant is joining forces with media agency PHD and the Brixton Finishing School to open up marketing to a new crop of diverse talent.
In the latest episode of Marketing Week’s podcast series, Johnnie Walker global marketing director Chris Goddard discusses his 18-year career at Diageo, why taking parental leave was a lifechanging decision and the value of cultural curiosity.
With more than half of marketers admitting effectiveness is not a defined role and rarely a priority in their business, are brands thinking clearly about how to properly resource their teams?
The whisky brand’s aims for the next year are to drive cultural relevancy, enhance its physical experiences, and “transform” digitally, according to its global marketing director.
Diageo has hailed the role its rising marketing investment has played in driving business growth, with no plans to slow down any time soon.
Diageo says its premiumisation strategy is paying off, as its high-end brands contributed to 71% of organic net sales over the year.
CMO Cristina Diezhandino says the business will lean on its brands’ “phenomenal” connection with consumers to weather the storm of inflation this year.
Determined to engage a new generation of drinkers across a vibrant and rapidly evolving continent, Guinness opted for a blend of TV sponsorship, experiential, influencer marketing and outdoor to achieve its goals.
Diageo increased marketing investment by 27% in the six months to the end of last year, ahead of sales growth, as it looks to build the business for the future.
After shedding a “higher order” purpose and refocusing the Baileys brand based on customer insights, Diageo has learnt a lot about how to build a distinctive brand consumers love.
On a mission to drive a 50% increase in market share by 2030, Diageo claims to have an “unprecedented” degree of confidence in its marketing investment thanks to effectiveness tool Catalyst.