Breakthrough creativity: a blend of art and science

Philip Gladman and Andrew Melsom

This paper reports on analysis commissioned by Diageo into how its marketers and agencies approach the creation of advertising.

Breakthrough Creativity: A Blend of Art and Science

Philip GladmanUK and Europe at DiageoAndrew MelsomAgency Insight

All diageo's marketers are put through the Diageo Way of Building Brands (DWBB). This training has become pivotal to the preparation and creation of advertising across all of its brands from Guinness through to Smirnoff, Baileys and new product development.

At the same time marketers have to be more and more accountable for the decisions they make and there are many measurement tools in place that can protect them. But equally, they can restrict and inhibit.

However, in the end, it's...

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