Diageo Chief Marketing Officer, Cristina Diezhandino, has been shortlisted for World Federation of Advertiser's (WFA) 2022 Global Marketer of the Year award.
"Congratulations to our Chief Marketing Officer, Cristina Diezhandino, on being shortlisted for WFA’s Global Marketer of the Year!" said Diageo.
Creativity is at the forefront of marketing
Cristina discusses her highlights for 2022: "I think in many ways the environment is one of a lot of change, one of a lot of uncertainty and one where we see there is a shift in consumer behaviour. Therefore, being at the forefront of understanding consumer behaviour has never been more important in my mind. When we've done consumer research, almost 90 percent of consumers have said to us socialising with friends is more important or as important than it was before the pandemic."
Creativity has been at the forefront of Diageo's marketing work. "Our business is the business of celebration, is the business of shaping, effectively, how in the future we see people socialising. And some of the things that I think are exciting, they're really on the forefront of innovation. For example in the last year we've launched a whole NFT collection with Johnnie Walker in collaboration with an artist named Box Logic," commented Cristina.
Investing in augmented reality
"Last year we also showed up in the metaverse in fashion week through an initiative that we called Taste of the Future. And also last year we actually went through a merger & acquisition process for a company behind the AI that truly figures out what we call what's your whiskey. And based on the answers to your respective questions, your whiskey will be offered to you. More recently just for this Christmas we're trialing augmentative reality technology via QR code and this is going to help our Johnnie Walker giftsets teach consumers how to make the perfect cocktails at home," explained Cristina.
Extensive career experience
Cristina Diezhandino was appointed Chief Marketing Officer in July 2020.
Cristina's previous Diageo roles are:
- Global Category Director, Scotch & Managing Director – Reserve Brands
- Managing Director – Caribbean and Central America
- Marketing & Innovation Director – Diageo Africa
- Category Director – Scotch Portfolio & Gins
- Global Brand Director – Johnnie Walker
Prior to joining Diageo, Cristina held the roles of Corporate Marketing Director – Allied Domecq Spain and marketing roles for Unilever HPC US, UK and Spain.
Celebrating the work of marketers
WFA has launched the 2022 WFA Global Marketer of the Year award, celebrating the work that regional and global marketers have played in driving their businesses and the industry forward.
To mark the five previous editions of Global Marketer of the Year, the WFA is also launching a Hall of Fame, featuring all 22 marketers who have been shortlisted for this prestigious award since it was first launched in 2017. Marketers who are shortlisted for this year’s and future awards will also join the list.
Once again, this year’s award will put a spotlight on the executives who are making a difference by inspiring their teams, both internal and external, to deliver outstanding creativity, while also creating brand strategies that have a positive impact on both society and their companies.
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