How important is event marketing to Diageo?
Communications have evolved so that brands are no longer predicated on what they say, but what they actually do. This, coupled with the need to disseminate key messages from an abundance of information and the introduction of new measuring technology, has put event marketing at the forefront of communication.
How do you use events to engage with staff?
Internal events are a key part of how we ignite team enthusiasm. Across all of our brands, events are a fundamental way of bringing people together in order to share success and ensure that the company is aligned on its key business goals, while developing relationships based on trust, respect and common purpose.
How did you use event marketing to mark Guinness' recent anniversary?
For Guinness' 250th anniversary, we had a huge consumer event that took place in Dublin, Lagos, Kuala Lumpur and New York. We knew we would only be able to land it properly if we had a cohesive team that shared the same passion and enthusiasm, so we had a huge internal event that charted the legacy of the brand and brought it to life for staff. It was designed to inspire them, because our employees are the people who can make the difference between a satisfactory and excellent performance.