Diageo

ROMI Programme

The ROMI programme, Peak Performance, equipped Diageo marketing and M&E teams with a practical, simulation-led ROMI framework and a set of analytic and behavioural tools they could apply immediately to real plans and media choices. Through a realistic, scenario-based simulation, participants modelled marketing investment decisions, tested brand positioning and media mixes, and used behavioural-economics insights to predict and improve consumer response; they learned to turn forecasted return-on-marketing-investment into clear, measurable activation choices. This hands-on, evidence-led approach – combining ROMI toolkits, behavioural economics modules, a brand-positioning toolkit and tight measurement & evaluation techniques — built confidence and capability, ensuring teams could embed ROMI thinking and deliver measurable commercial impact day-to-day.

Animated image showing 4 sections, then breaking down what is involved in the section 'performance'
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.
DI_PP_workshop_image_small.jpg
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