Diageo's Grainne Wafer at Cannes Lions International Festival

Diageo Global Brand Director for Guinness, Grainne Wafer, shared her thoughts on how to address the diversity challenges facing the industry and Diversity, Equity and Inclusion (DEI) in marketing, during a panel discussion at The Cannes Lions International Festival of Creativity.

Addressing diversity in the industry

Grainne spoke with Saatchi & Saatchi Managing Director Sarah Jenkins and also Global Diversity Ambassador of World Federation of Advertisers, Belinda Smith, at the Little Black Book & Friends Beach event.

The Cannes Lions International Festival of Creativity has consistently championed creative excellence since 1954, with the goal of providing a global destination and the definitive benchmark for creativity that drives progress.

Celebrating cultural differences

As one of the most talked-about brands in the world, Diageo's Guinness is a truly global icon with a local heartbeat, that connects with its consumers in meaningful ways to ensure it comes alive in culture. Grainne shared how the brand has achieved this and how to create cultural vibrancy.

"That sense of fun, enjoyment and learning - that's why we're in this industry. And that's what celebrating our cultural differences is all about... DEI is good for people, business, creativity and growth," said Grainne.

Exploring creativity in branded communication

The Cannes Lions International Festival of Creativity brings the creative communications industry together every year at its one-of-a-kind event in Cannes to learn, network and celebrate. The festival explores the value of creativity in branded communication, from product and service development to the creative strategy, execution and impact. There are many opportunities to network at the event with global colleagues and to discover some of the best creative talent in the world.

The definition of creativity is changing all the time; it is no longer confined to the art of storytelling. To create meaningful connections with consumers in this disrupted and dis-intermediated world, communicators are presented with both immense challenges and mind-blowing opportunities. Cannes Lions is where the tools to win can be found.

The Cannes Lions International Festival of Creativity awards celebrate new ideas shaping the next wave of creativity and the school inspires the next generation of leaders.

Inclusive and diverse culture make for a better world

Diageo believes the most inclusive and diverse culture makes for a better business and a better world. The company champions inclusion and diversity across its business, with its partners and communities, to celebrate diversity and help shape a tolerant society.

Diageo knows that the best performing businesses prioritise inclusion and diversity and the company believes it is crucial to create a culture with inclusion and diversity at its heart. It's commitment starts with its people and Diageo's aim is to ensure that all its people around the world thrive, by shaping market-leading policies and practices.