MediaTV: Diageo's digital strategy

In the interview, sponsored by BBC.com, Thompson says Diageo allocates roughly 20 per cent of its marketing budget to digital initiatives, depending on the market, to create integrated campaigns including the Johnnie Walker ‘Pact between men’ and large-scale mobile pushes surrounding sporting events and its ongoing message of responsible drinking.

Thompson discusses the brand’s most successful digital campaigns, on both the traditional web and mobile, and the lessons he has learned from them.

“One thing I think marketers should be careful of on mobile marketing is the sheer intrusiveness of it,” Thompson warns. “There is something about getting what marketers used to call ‘a number of eyeballs’ but I think, in this world, people will have to want you to be part of their lives. So the more you start bombarding people on their phones with things that they don’t want the more harm you’re going to do to your brand.”

The series, which investigates how digital-savvy brands approach online marketing, offers tips to marketers on how they can expand their digital exposure.

The first interview was with Greg Fisher, Asia-Pacific manager of advertising and marketing services at Intel. 













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