Diageo splits categories to react faster to market

11 June, 2010

Diageo has split its global brands marketing along category lines.

The company hopes the move will make it more nimble in adapting to changes in the marketplace.

David Gates, currently global brand director for Johnnie Walker, will be global category director for whisky from July 1.

Edward Pilkington, marketing and innovation director for Latin America and the Caribbean will be global category director for vodka, gin and rum, from August 1.

Chief marketing officer Andy Fennell said: “This move towards a category approach will enable Diageo to move more quickly to access faster growth, reaching all the relevant price points and motivations, and adopting a simpler approach.”




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