diageo plc
Diageo is a UK success story. With a net sales close to £10Bn*,
Diageo has 25,000 employees working globally across 180 countries. It is the acknowledged market leader in the global drinks industry and its 370 brands include category leaders and household-name brands such as Smirnoff (vodka), Guinness
(beer) and Johnnie Walker (whisky).
Great marketing and branding are central to Diageo’s success.
Creativity in advertising and promotions in particular is a critical factor. Diageo excels in this area, and Guinness for example has won numerous accolades for its impactful advertising campaigns.
With a £1.5Bn* annual investment in marketing, Diageo has beenkeenly aware of the need to protect its intellectual property and brand assets. This paper reveals how Diageo’s industry-leading global Brand Asset Management (BAM) system helps Diageo manage its exalted international reputation and global brand ambitions
Overview of SmartBrand
SmartBrand is the name of Diageo’s BAM system and is actively used by c. 5,000 Diageo brand, marketing, and compliance managers world-wide, and Diageo’s agencies.
SmartBrand is a suite of tools that helps Diageo marketers to find, create and adapt brand assets, and to share with, and learn from, other Diageo marketers. SmartBrand is where marketers find all the content created for brands.
SmartBrand is also a project management tool to manage the creation of promotional materials through campaign requirement, brief, creative development and fulfilment steps. SmartBrand supports Diageo’s consumer and customer marketing teams to deliver campaigns and ensures the commercial team is informed of developments and progress. The key SmartBrand applications are
SmartLibrary and SmartApprove.
SmartLibrary
Diageo marketers operate in all regions and time zones around the world, often working with local creative agencies to build localised promotional content and campaigns. Although local marketers are empowered to
Diageo has 25,000 employees working globally across 180 countries. It is the acknowledged market leader in the global drinks industry and its 370 brands include category leaders and household-name brands such as Smirnoff (vodka), Guinness
(beer) and Johnnie Walker (whisky).
Great marketing and branding are central to Diageo’s success.
Creativity in advertising and promotions in particular is a critical factor. Diageo excels in this area, and Guinness for example has won numerous accolades for its impactful advertising campaigns.
With a £1.5Bn* annual investment in marketing, Diageo has beenkeenly aware of the need to protect its intellectual property and brand assets. This paper reveals how Diageo’s industry-leading global Brand Asset Management (BAM) system helps Diageo manage its exalted international reputation and global brand ambitions
Overview of SmartBrand
SmartBrand is the name of Diageo’s BAM system and is actively used by c. 5,000 Diageo brand, marketing, and compliance managers world-wide, and Diageo’s agencies.
SmartBrand is a suite of tools that helps Diageo marketers to find, create and adapt brand assets, and to share with, and learn from, other Diageo marketers. SmartBrand is where marketers find all the content created for brands.
SmartBrand is also a project management tool to manage the creation of promotional materials through campaign requirement, brief, creative development and fulfilment steps. SmartBrand supports Diageo’s consumer and customer marketing teams to deliver campaigns and ensures the commercial team is informed of developments and progress. The key SmartBrand applications are
SmartLibrary and SmartApprove.
SmartLibrary
Diageo marketers operate in all regions and time zones around the world, often working with local creative agencies to build localised promotional content and campaigns. Although local marketers are empowered to