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...