Diageo to introduce ‘social contract’ to improve its relationship with agencies

Diageo is preparing to launch a new programme developed by its procurement team that will lay out how its brands and agencies should work together, with the aim of improving their relationship and shifting the quality of its creative work.
The programme, in essence a social contract, will set out rules around behaviour and decision-making in order to get the best working relationship out of the two parties. That means, for example, that if an agency turns up to a meeting and a key decision-maker