Why Diageo shifted linear TV budget to Fire TV in Germany

An Amazon campaign that aimed to boost awareness and product discoverability for its whiskies led to Diageo reappraising its media strategy in Germany.

When Diageo discovered that alcoholic beverages are one of the top five categories for gifting on Amazon in Germany, it was naturally curious to see how its own brands were performing. What it found was that many people on the site weren’t browsing its...