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Diageo marketer Úrsula Mejia-Melgar enjoys inclusive campaigns

Diageo marketer Úrsula Mejia-Melgar enjoys inclusive campaigns

 March 20, 2023

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Meet Úrsula Mejia-Melgar, Diageo Marketing Director for Southern Europe. Úrsula enjoys talking about how brands are platforms for voice and visibility for social problems and different groups. 

Úrsula shares how Diageo marketing and its brands are breaking down barriers across society.

Opening up conversations around inclusion

Described by Úrsula as a "beautiful piece", Diageo and J&B Whisky created a campaign in Spain about owning your own celebrations. The campaign depicts a transgender woman showing up as herself thanks to some help from her grandfather, and opens powerful conversations about transgender acceptance.

"J&B is a whisky brand that is very well known in Spain. We wanted to reinstate the brand in its own purpose of owning celebrations," comments Úrsula.

Discussing the impact of the campaign, Úrsula adds: "I don't think it's starting to necessarily solve the issue of transgender acceptance, but I think it got the topic out of the closet, and it's making people not so uncomfortable talking about it and recognizing it."

Embracing equity by recognizing differences

For International Women's Day, Úrsula described what the campaign theme, #EmbraceEquity, means to her: "Equity is very important because it allows us to recognize the differences between people and equip them in a way that they can thrive that fulfills their talents, regardless of where we sit or what we do. We have the opportunity of hiring women, of developing women, of being advocates and mentors."

Forge a successful marketing career at Diageo

Diageo marketers like Úrsula are celebrated for what they contribute to the business. Marketers innovate and create, helping to build some of the world's most innovative and iconic brands.

Diageo is always looking for talented women to bring their passion and ambition to the company, where they are empowered to be the best marketer they can be. 

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