Diageo is to increase the media spend behind brands such as Johnnie Walker and Pimm’s and dial down its below-the-line activity in an attempt to drive marketing efficiencies across
all its markets. The drinks maker has been piloting the initiative in North America where it claims to have already captured savings in promotional and point-of-sale spend over the last year. The
move has funded a boost in media spend for its brands in the region and the company says it will now roll out the approach to all its markets. The company has used social media in recent years to
broaden its scope.
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