• Ad Age, Thursday, October 25, 2007 12 PM

Diddy, the multimedia mogul and CEO of Bad Boy Entertainment, is taking on all brand-management decisions for Diageo's Ciroc vodka, including marketing, advertising, PR, product placement and events. The role is "too big for one title," Diddy says, but adds that he'll be taking on the responsibilities of a traditional CMO or brand manager, "just doing them my way."

Diddy intends to build up the luxury vodka to become the top beverage in its category by year's-end much the way he has indirectly helped put Courvoisier, Patron and Cristal at the top of their respective categories through mentions in hip-hop songs and product placement in music videos. Part of this strategy is to declare Ciroc the "official" vodka for New Year's Eve.

"I've branded myself as the king of celebration," Diddy says, "and that's what this alliance is about." He also applauds Diageo for reaching out to African Americans. "It's not an industry filled with color, so it was good for them to diversify themselves."

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