Diageo distills a path to marketing success

Diageo, the alcoholic drinks company, is adopting a nuanced approach as it seeks to solve its main marketing challenges, including the task of guiding established brands to continued growth.

Jay Sethi, VP/Smirnoff & Nurture Brands, Diageo USAImage Source: IAB

Jay Sethi is very clear about the main challenge for most legacy products and services.

"Ninety percent of big brands are losing share. With all the innovation that's happened in data...

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