Diageo

Diageo Way of Customer Marketing

The Customer Marketing programme gave Diageo teams practical tools and frameworks to elevate commercial planning through a realistic, fully immersive market simulation. Set in a detailed, fictitious marketplace with real-world dynamics — complete with competing brands, evolving customers, and shifting category trends — the experience brought learning vividly to life. Teams practiced making strategic and tactical decisions in a safe, energising environment, deepening their understanding of how to prioritise customers, plan activation, and drive growth. The simulation’s hands-on realism ensured participants could confidently apply the principles and tools back in market with immediate impact.

Brochure titled 'DWCM - Diageo Way of Customer Marketing' with the subtitle 'Fast Start Programme'. The cover features a black-and-white image of hands holding glasses of a dark beverage, possibly soda or cola, on a pink background.
Open booklet showing a diagram with sections on workshop structure, channel planning, and timeline, with various color-coded icons and text.
A tablet with a black frame and blank white screen on a white background.
Three women look at a large planning chart on a wall, with sticky notes and markers, titled 'Overview of Distllex Channel Activation Plans for All Brands.'
Open spiral-bound workshop instruction booklet with pages titled 'Room Logistics' and 'Successful Workshop'.
Tablet with a diagram showing four quadrants labeled 'Activist,' 'Refector,' 'Pragmatist,' and 'Theorist,' each indicating different approaches to experimentation and observation.
Welcome sign for Newland featuring three bottles labeled 'Spice,' 'Garden,' and 'Goring,' with botanical and craft design elements.
Open magazine featuring images of cocktails and drinks, with the cover titled 'Whispering Lake' and the subtitle 'Intricately Realized Gin'.
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