Global campaigns at speed and scale for Diageo's brands.

With 200 brands sold in 180+ countries, Diageo needs constant, high-quality campaigns that stay culturally sharp in every market without costs climbing. Genero connects local creators and specialist talent through one system, taking 50+ briefs from strategy to final delivery for brands like Guinness and Johnnie Walker.

The Challenge

Diageo's portfolio spans 200 brands sold in more than 180 countries, and every one of them competes in a category where tastes and social trends shift constantly. Household names need to stay front of mind. New launches need to break through. Both need high-quality campaigns, made for different markets and cultures.This presents a huge challenge for the marketing team. It takes speed, diverse creative thinking, on-location capability in every market, and a way to keep quality high without costs multiplying with every campaign.

Solutions:: Hero Campaigns
Social Creative
Content Production
Content type:: Digital video
Localisation
Original Content
Social
TV Commercial
YouTube
Photography
Region: Multi-market
Industry: Beer, Wine & Spirits

The Approach

Diageo have used Genero to produce original campaigns around the world, with serious savings in time and cost. Local creators and production teams bring cultural fluency and on-the-ground capability, while specialist talent covers strategy, photography, animation, design, sound, localisation and creator content.One connected system takes each campaign from brief to final delivery, and our team oversees the work to keep quality high and budgets predictable. The output covers everything from TV commercials to point-of-sale materials in bars for brands like Guinness, Johnnie Walker and American Pride.