Michael O'Neill
Nov 11, 2010

Profile: Regional markteing chief of Diageo James Thompson

Diageo’s regional marketing chief James Thompson is setting higher goals, and having faith in in risk-taking and risk takers.

James Thompson, regional markteing chief of Diageo

As Asia-Pacific CMO for global alcohol brand Diageo, James Thompson is sitting on a regional marketing budget of some US$250 million. But what sounds like a mouth-watering prospect for any ambitious agency comes with an important caveat from Thompson “The agency is no longer king.”

In an age of tightening adspend and growing strength of internal client marketing teams at larger multinationals, Thompson is clear about where the power lies. “We put teams of agencies together and the best...

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