Diageo is slowly emerging from its hangover and has credited its decision to reduce marketing spend in the first half of its financial year with a 1.8 per cent rise in sales.
The drinks business told analysts this morning (28 January) that a “disciplined execution” strategy helped drive improved returns for its brands, with marketing focussed on the biggest growth opportunities such as reserve brands, gin, beer and innovation.
Diageo hailed its procurement strategy, which shaved three per cent off its total marketing outlay, for supporting the investment across its markets. It spent £822m on marketing in the period, a five per Read full story ›
Source: The Drum
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