Six lessons Diageo has learned about marketing effectiveness

Diageo outlines lessons from the development of its Marketing Catalyst tool which has put it at the forefront of understanding marketing effectiveness.

Marketing effectiveness has become a big topic of discussion over the last few years, and the pandemic means that conversation is likely to intensify in the years ahead. One person who’s already been there and done that is Andrew Geoghegan, global consumer planning director for Diageo.

He’s been involved at every stage of the creation and roll out of Marketing Catalyst – the drinks giant’s bespoke tool designed to ensure that every cent spent on its brands gives the greatest possible return and drives growth across the portfolio for both the short and long term.

“Marketing Catalyst enables marketers in...

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