In this exciting premiere of Season 4, Conor Byrne hosts Gráinne Wafer on 'That's What I Call Marketing.' Gráinne, a renowned figure in the marketing world, dives deep into her 27-year journey with Diageo, where she began in public relations and sponsorship before rising to lead iconic brands like Guinness, Baileys, and Smirnoff. Starting her career in public relations and working with Guinness as a client, Gráinne transitioned to Diageo in 1997, taking on various roles that expanded her expertise in marketing fundamentals, brand management, and innovation.

Gráinne shares her insights on the strategic decisions that have driven transformational outcomes for Diageo. She highlights the innovative turnaround of Baileys and how Bailey's discovered its true identity leading to a marketing strategy that revitalized the brand, which resulted in significant growth and renewed consumer interest.

The conversation also delves into the rich advertising legacy of Guinness, from the iconic 'Surfer' ad to recent Premier League partnerships. Gráinne discusses the importance of maintaining advertising quality equivalent to the beer's quality and how this principle has guided Guinness's marketing strategies over the decades. 

We discuss Diageo's approach to balancing global and local marketing efforts, utilizing data to understand local markets while maintaining a consistent global brand identity. She reveals how the introduction of Agile Brand Communities and initiatives like conscious create are driving efficiency and effectiveness across Diageo's marketing operations. Moreover, Gráinne discusses the growing importance of AI in their marketing strategies, enhancing media buying, content optimization, and even personalized packaging.

The interview also explores Gráinne's leadership journey, from her early days, learning to manage her drive and energy, to mentoring others, especially women in the industry. She candidly shares personal anecdotes about overcoming self-doubt and the value of being consistently true to oneself. Gráinne emphasizes the importance of inclusivity, detailing Diageo's efforts to make social environments accessible, highlighted by partnerships and initiatives aimed at promoting social justice and belonging.

00:00 Introduction and Welcome

00:10 Grainne's Career Journey at Diageo

02:03 The Fundamentals of Marketing

05:09 The Bailey's Turnaround Story

06:27 Understanding the Product

07:24 Repositioning Bailey's in the Market

11:13 The Power of Advertising

13:18 Crafting Iconic Guinness Ads

14:12 Creativity with Precision

16:03 Innovation and Nitrosurge

17:53 Social First Approach

22:46 Agency Relationships

25:09 Guinness' Success in the UK

27:02 Guinnfluencers and Community Engagement

28:13 Quality Control and Consumer Feedback

29:00 Global Reach and Market Growth

30:07 Premier League Partnership

32:12 Smirnoff's Market Position

34:45 Balancing Global and Local Strategies

37:15 Agile Brand Communities

39:12 AI in Marketing

41:56 Leadership Evolution

42:18 Balancing Drive and Energy

43:55 Paying It Forward

44:48 Supporting Women in the Workplace

46:13 Career as a Marathon

47:45 Balance in Life

48:24 Belonging and Inclusivity

49:22 Socializing and Accessibility

50:18 Looking Ahead to 2025

A Top Marketing Podcast as rated by Feedspot

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