Diageo

Peak Performance

We developed the Diageo Peak Performance programme to empower marketers to get the very best from their advertising and promotion budgets. By focusing on ROI-driven planning, overcoming decision-making biases, and building both mental and physical brand availability, teams learned to consistently win “the next drink” and deliver smarter, more profitable growth across brands and occasions.

Close-up of a pink pillow with a textured surface.
Clear blue sky with a faint contrail from an airplane.
Smartphone displaying a survey question with three sliders and options for Paid Social, Value Added Pack, and In-store Display.
Open book showing the title 'Status Quo Bias' and a paragraph about people's preference for familiar things, with an image of three women in conversation, one gesturing with her hands, and a speech bubble saying 'We've always done it this way so let'
Open magazine spread with a man in a suit on the left page speaking with a speech bubble saying, "We'll be the first brand to ever have done this!" and the right page displaying a large badge with the text "Power of the new" and a paragraph of text b
Tablet screen displaying a presentation slide with the title "The everyday habit of asking" and images of two men engaged with their smartphones, with the logo 'Peak Performance' in the top right corner.
Illustration of sports equipment including a tennis racket, soccer ball, golf ball on a tee, and cricket bat with text 'Enjoy the moment together'.