Diageo’s Global Consumer Planning Director, Andrew Geoghegan, on building a portfolio-wide culture of effectiveness
Tasked with achieving an additional £100 million in profit from its marketing spend, Andrew's team put brand theory into practice, at scale, and more than doubled that goal by developing Catalyst, a portfolio-wide marketing modeling system that brought analytics and creativity into the center of the business. A Gold IPA Effectiveness Award winner in 2020.
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The IPA Award Entry video for the case.