On this episode of the Courageous Commerce podcast, hosts Rachel Tipograph and Sarah Hofstetter sit down with Shane O’Rourke, head of efficiency advertising at Diageo, to discover how the worldwide beverage big is adapting to the distinctive financial challenges and shifting client behaviors within the U.Ok. market.
O’Rourke shares insights into how Diageo is leveraging expertise, personalization, and retail media to stay aggressive amid inflation and the rising development of premiumization and moderation within the spirits business.
He additionally delves into Diageo’s progressive use of generative AI to drive price efficiencies, improve content material creation, and acquire important client insights. He highlights the U.Ok.’s forward-thinking strategy to retail media and the way it’s influencing Diageo’s omnichannel technique.
Lastly, O’Rourke displays on Diageo’s dedication to fostering an inclusive office, particularly in its efforts to recruit, have interaction, and retain Gen Z expertise, making certain the corporate stays vibrant and progressive.
Key takeaways:
Leveraging generative AI: Discovering price efficiencies and creating customized advertising at scale.
The significance of retail media: Diageo’s U.Ok. technique and the potential to rival conventional promoting channels.
Dedication to DEI: Diageo’s strategy to creating a various and inclusive workforce, notably in partaking Gen Z workers.