Breakthrough creativity: a blend of art and science

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...