Diageo case study.
Client:
Diageo GB and Ireland
Brands include:
Archers, Baileys, Bells, Bushmills, Carlsberg, Gordon's Gin, Guinness, Harp, J&B,
Jose Cuervo, Morgan Spiced, Pimm's, Smirnoff Red, Smirnoff Black, Smithwicks.
Press, outdoor and collateral:
- ICP have been working with Diageo internationally since 1988. We were originally appointed to implement global print and outdoor advertising campaigns for Johnnie Walker and Gordon's Gin, along with national programmes in key markets such as France, North America and the UK.
- A change in strategy to developing market-specific local creative campaigns has impacted on the extent of the role, and today we are responsible for implementing all brand campaigns in GB and Ireland.
- ICP coordinates all activities post-creative master, including artworks, resizes, production and print management.
- We liaise with a number of creative agencies, media agencies and Diageo brand teams to ensure the right material and creative rotation is delivered on time, on specification, to approved creative guidelines and exacting quality standards.
Asset Management:
- ICP are also one of the gatekeepers for Diageo's ‘SmartLibrary', a digital asset management system, where international brand assets and creative work can be downloaded or ordered for in-market implementation.
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