Advertising Ups Diageo's H1 Profits

18 February 2008

LONDON: Liquor and brewing behemoth Diageo last week tilted its hat to the success of its brand marketing campaigns, notably for Guinness, in boosting profit by a modest 5% to £1.37 billion ($2.69bn; €1.83bn) in its July-December 2007 fiscal first half.

In particular, it acknowledged the success of its £10 million ad campaign that helped revive Guinness sales in the UK and the Irish Republic, thereby hiking overall sales in Europe by 4%.

US sales grew 6% and by 16% across Africa and South America.

Created by Abbott Mead Vickers BBDO, the spectacular domino-effect Tipping Point ad was the most expensive in Guinness's history.

Data sourced from BBC Online (UK); additional content by WARC staff