How Diageo’s brands are critical to addressing inflation

Sam Peña-Taylor

Global drinks giant Diageo will continue to invest in its brands throughout this new crisis, deploying enhanced digital capabilities and taking critical lessons from history and recent memory.

There are, in any profession, certain truths universally acknowledged. For Cristina Diezhandino, Chief Marketing Officer at the global drinks giant Diageo, the truth of her world was that you built drinks brands on the on trade.

Take one of the company’s most famous brands: Guinness. It’s no accident that the brand is not just associated with, but increasingly defined by, its pint glass… in a pub… in close proximity to friends.

Then lockdown came to the UK, where Diageo is headquartered, exactly two years ago to the day that Diezhandino is speaking at the Festival of Marketing.

Like most...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands