In an exclusive interview with WARC, Diageo’s global media director Isabel Massey shares how the beverages giant is tackling since the thorniest issues in media, including data handling, ad fraud and personalisation.
WARC: How you are combating ad fraud? With more technology comes more freedom, but also more problems. How is Diageo approaching it?
Isabel Massey: I’ll give you a bit of broad context on this, because then you can see how ad fraud and combating it is part of an overall solution that we’re doing. For us, like many advertisers, we just want to make sure that we are creating a really healthy, diverse supply chain. We want to be able to measure it consistently and robustly.
For us, having a media supply chain that's healthy and diverse has been a huge focus for our business and personally for me, as a global media director. This is something that is so important to us doing well, because we want to make sure that we’re creating incredible connection strategies and ways that we can make sure that our brands are relevant to our people’s lives. So that the endpoint at which the consumers experience our brands is fair and right both by them, and by us.