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.

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...

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