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Diageo’s Global Consumer Planning Director, Andrew Geoghegan, on building a portfolio-wide culture of effectiveness
Manage episode 293223980 series 2621017
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. This is the story of how it came together.
183 episoder
Manage episode 293223980 series 2621017
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. This is the story of how it came together.
183 episoder
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