That's What I Call Marketing S4 Ep1: Inside Diageo: The Untold Challenges Behind Iconic Brands with Gráinne Wafer
In this exciting premiere of Season 4, Conor Byrne hosts Gráinne Wafer on 'That's What I Call Marketing.' Gráinne, a renowned figure in the marketing world, dives deep into her 27-year journey with Diageo, where she began in public relations and sponsorship before rising to lead iconic brands like Guinness, Baileys, and Smirnoff. Starting her career in public relations and working with Guinness as a client, Gráinne transitioned to Diageo in 1997, taking on various roles that expanded her expertise in marketing fundamentals, brand management, and innovation.
Gráinne shares her insights on the strategic decisions that have driven transformational outcomes for Diageo. She highlights the innovative turnaround of Baileys and how Bailey's discovered its true identity leading to a marketing strategy that revitalized the brand, which resulted in significant growth and renewed consumer interest.
The conversation also delves into the rich advertising legacy of Guinness, from the iconic 'Surfer' ad to recent Premier League partnerships. Gráinne discusses the importance of maintaining advertising quality equivalent to the beer's quality and how this principle has guided Guinness's marketing strategies over the decades.
We discuss Diageo's approach to balancing global and local marketing efforts, utilizing data to understand local markets while maintaining a consistent global brand identity. She reveals how the introduction of Agile Brand Communities and initiatives like conscious create are driving efficiency and effectiveness across Diageo's marketing operations. Moreover, Gráinne discusses the growing importance of AI in their marketing strategies, enhancing media buying, content optimization, and even personalized packaging.
The interview also explores Gráinne's leadership journey, from her early days, learning to manage her drive and energy, to mentoring others, especially women in the industry. She candidly shares personal anecdotes about overcoming self-doubt and the value of being consistently true to oneself. Gráinne emphasizes the importance of inclusivity, detailing Diageo's efforts to make social environments accessible, highlighted by partnerships and initiatives aimed at promoting social justice and belonging.
00:00 Introduction and Welcome
00:10 Grainne's Career Journey at Diageo
02:03 The Fundamentals of Marketing
05:09 The Bailey's Turnaround Story
06:27 Understanding the Product
07:24 Repositioning Bailey's in the Market
11:13 The Power of Advertising
13:18 Crafting Iconic Guinness Ads
14:12 Creativity with Precision
16:03 Innovation and Nitrosurge
17:53 Social First Approach
22:46 Agency Relationships
25:09 Guinness' Success in the UK
27:02 Guinnfluencers and Community Engagement
28:13 Quality Control and Consumer Feedback
29:00 Global Reach and Market Growth
30:07 Premier League Partnership
32:12 Smirnoff's Market Position
34:45 Balancing Global and Local Strategies
37:15 Agile Brand Communities
39:12 AI in Marketing
41:56 Leadership Evolution
42:18 Balancing Drive and Energy
43:55 Paying It Forward
44:48 Supporting Women in the Workplace
46:13 Career as a Marathon
47:45 Balance in Life
48:24 Belonging and Inclusivity
49:22 Socializing and Accessibility
50:18 Looking Ahead to 2025
A Top Marketing Podcast as rated by Feedspot
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