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 and measurement, that's still the case," said Sethi, who serves as VP/Smirnoff & Nurture Brands Portfolio at Diageo USA.

"When I wake in the morning, I know what my growth problems are on Smirnoff: A lot of you used to drink it, and less of of you drink it today. And that's the question I am asking myself:...

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