Diageo redefines the rules for agency engagement

This event report outlines how Diageo, the alcoholic drinks group, is reimagining the client–agency relationship.

Diageo redefines the rules for agency engagement

Geoffrey PrecourtWarc

Marc Strachan, vp/on-premise strategy and multicultural marketing USA at Diageo North America, has a vital message for advertising agencies: "If you can't add and drive value, you become dust. You become a vendor. And I can buy vendors a dime a dozen."

By contrast, he added, "Partnerships are very important. But they are difficult to maintain, nurture and drive."

Strachan offered delegates at the Association of National Advertisers' (ANA) 2015 Brand Masters conference an educated opinion grounded in over 30 years of agency- and client-side management experience. His career started...

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