Public Affairs and Media Relations
Diageo is the world’s leading manufacturer of premium spirits with such wellknown brands as Johnnie Walker, Guinness, Baileys, Smirnoff etc. In the Swissmarket taxation on certain categories of spirits were negatively affecting sales and image.
The agency devised a reputation management strategy to get the company behind the brands known, introducing key stake-holders to Diageo and its record of social responsibility and responsible marketing.
Using its expertise in the public affairs and media relations areas the agency facilitated contacts with key influencers in the political and press arena. A new image brochure was developed and scenarios developed and practised.Press articles have begun to present Diageo as a committed, socially responsible company acting with integrity. Key Diageo players went through media training and were coached in key messages. Contacts are being built up as part of the long term strategy of building strategic partnerships with key stakeholders.
