TV back in marketing mix for Diageo after going ‘missing’ from recent media strategies
Alcohol beverage firm Diageo is to crank up its TV marketing after admitting the channel has been lacking from its media strategy in recent years.
Marketing and innovation director Adam Ballesty told Mumbrella that TV remained a powerful medium and that some of its core brands will return to the small screen later in the year, including Smirnoff. The vodka brand will take two executions from “The Party” ad which launched in the US in April featuring actor Adam Scott and actress Alison Brie.
He also rejected there was any such thing as a digital strategy, insisting it was all about “screens” that were part of a single strategy of which digital was one element.
https://www.youtube.com/watch?v=08z5h2m_yOc
wow he is really twisting the knife into the former agency …
Are Diageo a sponsor of Mumbrella?
Leo’s take control of their media and they are going back to TV, who would of thought it?
Maybe give Ballo his own column 🙂
Puts creative agency in charge of media strategy and channel planning and suddenly TV is back on the agenda…hmmmm
Yesterday he was talking about the need to attract young drinkers (18+ of course), and now he is spruking the return of TV. Lucky he has an agency to channel plan based on audience not on production margins…wait…
in his defence he is talking about screens so don’t assume it means just loading up on FTV and STV
Sounds like he’s talking about digital media strategy, not digital strategy.