Case Study: Diageo – How Marketing Effectiveness Became a Strategic Growth Lever

At a time when many global organisations struggle to articulate the value of marketing beyond brand campaigns and creative output, Diageo has positioned marketing effectiveness as a central pillar of its growth strategy. Under the leadership of Global Chief Marketing Officer Cristina Diezhandino, the company has embedded a rigorous, results-oriented marketing culture that marries creativity with accountability. The outcome has been a transformation in how the organisation builds brands, engages with customers, and generates sustainable value across its portfolio.

What makes Diageo’s approach distinctive is its unwavering commitment to linking marketing efforts directly to business performance. This isn’t merely about return on ad spend; it’s about shaping a commercial narrative in which marketers are seen as business leaders. Diezhandino has spearheaded a movement inside Diageo that champions curiosity, commerciality, and a deep connection to culture – not as buzzwords, but as measurable competencies embedded into every marketer’s remit.

Central to this transformation are proprietary tools that provide structure to the creative process. ‘Catalyst’, a decision-making platform grounded in real-time analytics, allows Diageo to evaluate its media investments with precision, identifying which campaigns drive sales and where optimisation is needed. Alongside it, ‘Sensor’ delivers consumer and campaign performance insights at scale, enabling marketing teams to pivot quickly and amplify what’s working. These tools haven’t replaced creative instinct; they’ve enhanced it, offering marketers a framework to pursue bold ideas with data-informed confidence.

The results have been clear. Not only has Diageo improved its marketing ROI, but it has also significantly increased the consistency and commercial effectiveness of its global campaigns. Marketing spend — more than £2 billion annually — is no longer seen as a discretionary investment but as a core lever for brand-led growth. This has strengthened internal alignment between marketing and finance, with the CMO playing a pivotal role in strategic planning.

But the impact of this transformation extends beyond performance metrics. Diageo has invested in brand equity that resonates with modern consumers. Campaigns have become more inclusive, more globally resonant, and more culturally grounded. Whether through Johnnie Walker’s evolution of the “Keep Walking” platform or Guinness’ ability to blend heritage with relevance, Diageo’s brand portfolio now competes not just on visibility, but on emotional connection and societal relevance.