| 8 hours ago
COLOGNE, Germany—For years, alcohol and spirits brands have lagged behind in digital advertising because of legal regulations and creative that was designed for television ads. But as more money shifts to digital, Diageo is doing a significant amount of work not only to create more digital campaigns but also track results and manage messy digital media supply chains.
During a 30-minute discussion here at Dmexco, Jerry Daykin, head of global digital media partnerships at Diageo, mentioned a number of programs and initiatives that the spirits brand is working on in digital advertising. The panel was moderated by Nigel Morris, Dentsu Aegis Network’s chief strategy and innovation officer, and Facebook’s vp of global marketing solutions Carolyn Everson also spoke.
Here are four of Diageo’s most intriguing current efforts.
1. In-house accountability
Like other big brands, Diageo is digging into its media supply
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