Case Study: Accelerating Diageo's Progressive Marketing to a double digit percentage
The Problem:
Diageo are on a 10-year ESG transformation journey to increase representation both in front, behind and through the camera. Their Spirit of Progress initiative includes an ambition to significantly grow the proportion of global media investment being bought 'progressively' by 2030.
Additional expert DEI resources and rigour were required to maintain momentum and growth of this programme. For all markets to achieve this ambitious goal, Diageo needed strategic support for markets, whilst ensuring consistent engagement, strategic guidance and operational support across all markets
The Solution:
RMA has embedded strategic and operational expertise within the Progressive Marketing Steering committee, now globally coordinating and running multiple aspects of the programme.
This sees us managing processes around corporate reporting and assurance timelines. Our latest project is now looking at the accessibility roadmap for all creatives to ensure we are accessible to blind and deaf consumers.
Results:
Progressive media investment has doubled year on year from 4% to 8%
Participating markets in the programme increased from 6 to 24
Now in our 4th year of involvement and focused on continuous innovation and advancement of the programme
To learn more about how the Responsible Marketing Advisory can work with you to transform your business, check out our services, our team, or contact us today!