Alcohol giant Diageo North America has named Nuno Teles as the US president of Diageo Beer Company. His most recent role was CMO at Heineken, and prior to that, he served various marketing and distribution roles at Heineken.
While a new presidential hire isn't a sure fire sign that agency changes are imminent, Teles' marketing experience makes it a little more likely (especially since the president tends to oversee day-to-day execution and strategy). Plus, chief marketing and innovation officer James Thompson has been in the position for just under three years, putting him close to average CMO tenure (~38 months). So, agencies with booze experience should begin reaching out to get on Diageo's radar. Your competition will likely include the Carat, which has been media AOR since 2010. And be sure to look for work across Diageo's entire portfolio of brands.
Sellers - In the company's 2017 annual report, they gave some more information as to their future marketing plans. They are going to increase spend even further in 2018, particularly in the digital ecommerce arena and for their scotch brands. For numbers, they reported 2016 spend was $541 million and 2017 was $642 million.
Also, note that some of those spend increases are already manifesting. Johnnie Walker just launched a $15 million dollar campaign, the brand's largest in a decade.
Their top demographic is male millennials, and their most advertised alcohol types in 2017 were scotch, vodka, gin, rum, ready-to-drink and tequila, so you may want to focus there. Check out the spending for Diageo's top brands below. Click here to view the top targeted TV shows for each.
|Brand||NTV YTD||NTV 2017||Digital YTD||Digital 2017||Other Q1-Q3||Top Q|
|Johnnie Walker||$3.9 M||$8.5 M||$13,300||$302,000||$847,181||Q4|
|Guinness||$3.6 M||$14.2 M||$6,100||$1.2 M||$21,480||Q4|
|Crown Royal||$4.1 M||$15.9 M||$7,100||$53,800||$201,548||Q4|
|Ciroc||$1.1 M||$3.2 M||$142,300||$635,400||$56,708||Q2|
|Ketel One Vodka||$0||$107,196||$100||$286,700||$198,439||Q4|
|Captain Morgan||$2.4 M||$21.2 M||$3,300||$1.1 M||X||Q2|
|Smirnoff||$392,355||$11.4 M||$163,900||$2.3 M||$628,048||Q2-Q4|
|Bailey's Irish Cream||$6,251||$3 M||$28,200||$226,400||X||Q4|
|Total||$15.5 M||$77.7 M||$364,300||$6.5 M||$2.2 M||X|