Stakeholder Alignment – Global Brand Strategy

We collaborated with Diageo to inform and inspire the creation and articulation of a new global marketing brief that would direct all future activity for one of their leading brands. A Scoping Session was the first step towards getting stakeholder alignment, which lies at the heart of the Master Planning process.

This activity defined the creation of a range of deliverables that set challenges for the category, consumer and brand experience and identified opportunities that were in turn used by the new global advertising agency to develop the big idea.