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...
Diageo: Where next for marketing effectiveness
Discusses the impact of Diageo’s Marketing Catalyst, the international drinks company’s proprietary effectiveness platform, on both spending and attitudes to the discipline.
