The art and science of mixology

Collaborating on brand strategy across communications and marketing departments 


Faster trends, greater social awareness, increased expectations of transparency and the role of business in society must be core to the execution of corporate brand and reputation strategy. But success depends on the ability to collaborate effectively and efficiently within the organisation. 

When I joined Diageo in 2007, it was with a decade of agency work behind me – working on content campaigns, digital strategy and media relations for international corporate and consumer brands. You could see then that once siloed stakeholder groups were converging and the worlds of corporate and consumer were becoming more intertwined. This presented an opportunity to collaborate and leverage the emerging tools and techniques being developed by marketers and apply them to engage all stakeholders, not just consumers.