Diageo strikes multimillion-dollar ad deal with Facebook

Guinness: owner Diageo strikes deal with Facebook
Guinness: owner Diageo strikes deal with Facebook

Diageo has struck a multimillion-dollar advertising deal with Facebook, which will lead to the two companies sharing skills and resources and the appointment of Diageo's CMO to the social network's client council.

The drinks company will work closely with a team from Facebook to drive customer engagement and boost its brands, including Guinness and Smirnoff, which already have 12.6 million fans across the site.

The deal will include early access to forthcoming features and consultancy to push and improve social campaigns. Facebook will be working with Diageo's key brands in New York, London and Amsterdam.

Diageo will also target emerging markets such as Brazil and Singapore, where Facebook has established local teams as part of the deal.

Facebook will work with the company's roster of agencies from concept development through to campaign execution.

As part of the deal, Andy Fennell, chief marketing officer at Diageo is joining Facebook's "client council", the consultation scheme announced in June.

Members already include Wendy Clark, senior-vice president, integrated marketing communication and capabilities at Coca-Cola.

Fennell said: "We are already seeing real value from our work in this space.

"Over 950 Diageo marketers around the world have now been trained in Facebook boot camps to build their social media capabilities and we are seeing significant returns on investment across a number of brands.

"We expect this new way of working to deliver even more commercial value for Diageo."

Diageo already has a track record in creating Facebook-centric marketing campaigns, with Facebook forming a hub for its recent Nightlife Exchange Project.

Facebook already offers similar services to P&G and Walmart.

Earlier this year, (25 January) rival drinks company Bacardi announced plans to shift 90% of its digital spend to Facebook over the next two years, as it no longer deems dotcom sites relevant.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer