Guinness on using its London ‘brand home’ to ’embrace’ new and existing consumers
Niamh CarrollGuinness is confident its new brand home in London can act as a recruitment driver for the brand, as well as bringing existing consumers closer.
Efficiency only works if effectiveness is there: Diageo’s top GB marketer
Niamh CarrollAny drive towards efficiency can only work if effectiveness is a focus, says Diageo’s marketing and innovation director for GB.
Diageo appoints former Tesco boss and marketer Dave Lewis as incoming CEO
Niamh CarrollThe former Tesco CEO, who led a significant business and brand turnaround at the supermarket, joins a company facing a challenging backdrop and declining sales.
Diageo CEO outlines ‘opportunity to get much more for less’ from its advertising spend
Niamh CarrollThe GB marketing team has already halved the money it spends on developing its creative and has cut the number of agencies it works with by 30%.
Diageo creates marketing director role for the ready-to-drink category
Niamh CarrollKirsten McPherson will lead Diageo’s ready-to-drink strategy in the UK, as the spirits giant looks to lean further into the high-growth area.
Diageo’s top GB marketer on growing the spirits category ‘beyond historical boundaries’
Niamh CarrollDiageo is taking cues from “adjacent categories” to inform its innovation and allow it to play in new spirits occasions, says GB marketing and innovation director.
Brands including Diageo, Unilever and Tinder form cross-category insight group
Niamh CarrollThe insight group, known as The Think Party, will focus on the future of socialisation, to allow the brands involved to see “the whole picture”, not just a category-specific “slice”.
Diageo CEO admits it got into a ‘vicious cycle’ on marketing investment
Josh StephensonDiageo’s interim CEO believes the business was chasing growth by increasing marketing spend rather than investing in the areas of the business primed for growth.
Guinness on taking its Premier League partnership ‘from association to meaning’
Niamh CarrollSince it kicked off its Premier League sponsorship, Guinness has become the number one beer for the football watching occasion in the on-trade, but its ambitions are much longer-term, as it looks to drive a deeper connection with the sport.
Guinness boosts appeal among women and younger drinkers to fuel success
Niamh CarrollEvery one in nine pints in Britain is now a Guinness, with the brand having made significant headway among women and younger adults, audiences which are traditionally harder to reach for beer brands.
Diageo insists it will not ‘compromise long-term brand health’ as it chases savings
Niamh CarrollDiageo, which saw profit decline 27.8% in the year to the end of June, will not chase pure cost-cutting at the expense of its brands, insists its interim CEO.
Diageo’s design chief on delivering ‘adaptable’ consistency
Niamh CarrollBy tapping into “brand truths”, playing with memory structures and prioritising collaboration Diageo is targeting “triple wins”, says design boss Jeremy Lindley.
Taking tequila beyond shots: Diageo on growing its portfolio worldwide
Niamh CarrollDiageo has driven strong growth in its tequila portfolio in North America and is now seeking to take this success worldwide. It’s on a mission to convey the versatility of tequila and its potential far beyond the lime and shots occasion.
‘Fresh and differentiated’: Smirnoff Ice on 25 years as the ‘classic’ ready-to-drink
Niamh CarrollWith ready-to-drink the fastest growing category in alcohol, Smirnoff Ice believes it is perfectly positioned to attract Gen Z consumers.
Diageo’s CEO on pricing challenge: ‘There’s a lot of promotion out there’
Grace GollaschIn response to global uncertainty and heightened promotions among competitors, Diageo has continued its push into smaller-sized premium products to appeal to cash-strapped consumers.