Guinness is boosting its international marketing by appointing a
head of global purchasing to oversee agency services.
Steven Sturgeon, former director of marketing strategy at the National
Magazine Company, is to maximise marketing budget efficiency. His role
is part of a wider move by parent company Diageo to make procurement
Sturgeon will report to purchasing director Ngawang Lobsang.
Lobsang said: ’As a group, we’re spending so much money we want to look
at its effectiveness. The new role will result in closer co-operation
between purchasing and marketing.
’We will work together on strategies to better understand and monitor
The move follows an analysis of purchasing that found half Guinness’
money is spent on non-production items such as marketing.
A similar role has been created at distilling subsidiary UDV and the
Burger King and Pillsbury arms will be next.