Diageo claims marketing effectiveness drive is making its ‘pounds work harder’

Diageo invested £60m more in marketing during the first half of its 2018 financial year, compared to the same period last year, thanks to savings delivered by its marketing effectiveness work.
The business, which owns brands including Guinness and Smirnoff, has been squarely focused on improving productivity and efficiency through initiatives such as Catalyst, a new digital interface developed with partners to provide instant data helping Diageo’s marketers make strategic a