By John Glenday

Diageo’s marketing spend for the last year jumped by 8% to over £2bn, contributing to sales of £12.9bn, up 5.8% from last year.

Marketing investment surged worldwide to £2,042m (up from £1,882m) with the North American market leading the charge with 11% growth, which combined with the use of new analytic tools to improve the effectiveness of each pound spent to boost investment returns, the drinks giant has revealed.

In the Asia-Pacific region, the comparable rate of growth was put at 7%, buoyed by increased investment in Chinese white spirits, Johnnie Walker and scotch malts across China as well Read full story ›

Source: The Drum