Diageo portfolio: Marketing Catalyst – Creating a culture of marketing effectiveness

Diageo, an alcoholic drinks brand, created a web-based tool to help marketers decide how to better spend their money to deliver more gross profit from its marketing globally.

Campaign details

Brand: Diageo portfolioAdvertiser: DiageoEntrant: DiageoPrincipal author(s): Andrew Geoghegan, DiageoContributing author(s): Andrew Bertolaso, Gain Theory, Jack Carrington, Mother London, Andrew Deykin, Data2Decisions, Sinan Erhan, Boston Consulting Group, Vicki Holgate, Diageo, Craig Mawdsley, AMV BBDO, Neasa McGuinness, Mother London, Kiel Petersen, Diageo, Filina Spanodimou, Diageo, Lisa Stoney, AMV BBDO

Summary

In 2016, Diageo committed to delivering an incremental £100m in profit from marketing within three years via an initiative encompassing its wide brand portfolio. The approach applied to its many brands such as Guinness, Baileys and Smirnoff, and to both mature...

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