Diageo

Diageo Way of Customer Marketing

Diageo tasked us to refresh the DWCM programme. In answer we developed a workshop and toolkit to equip teams to drive sustainable category growth by embedding shopper-first strategies across commercial planning. Using tools including The Category Growth Strategy Framework, A Physical Availability Roadmap, and The Shopper Understanding Model, teams unlocked growth by aligning brand, trade, and customer plans around key occasions, behaviours, and barriers to purchase.

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.
Open spiral-bound workshop instruction booklet with pages titled 'Room Logistics' and 'Successful Workshop'.
Open magazine featuring images of cocktails and drinks, with the cover titled 'Whispering Lake' and the subtitle 'Intricately Realized Gin'.
A tablet with a black frame and blank white screen on a white background.
Tablet with a diagram showing four quadrants labeled 'Activist,' 'Refector,' 'Pragmatist,' and 'Theorist,' each indicating different approaches to experimentation and observation.
Open magazine with text on the left page describing a botanical infusion and a picture of a gin bottle labeled 'Whispering Lake' on the right page.
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.'