In the short-term vs. long-term debate Diageo sits very firmly on the long-term side. “Many of our brands are over 250 years old, and we see ourselves first and foremost as custodians,” Andrew Geoghegan, global head of consumer planning at the drinks giant, explained to an EffWorks audience (London, October 2019). “We’re in the business of growing brands over the long term.”
To that end Diageo – which owns brands like Johnnie Walker, Guinness, Smirnoff and Baileys – has spent several years creating a tool to make its marketing as effective as possible with a globally consistent approach to measurement...