In the final episode of this season’s Digital and Dirt podcast, Sophie Kelly, SVP of North American Whiskeys Portfolio at Diageo, joins Ian Dallimore to discuss the unique brands she represents and community-driven creative marketing campaigns.
In this episode, Sophie explains the individuality of the brands with whom she works including Bulleit, Crown Royal, and Johnny Walker, discusses her focus on creativity through community, and showcases examples of past campaigns. She shares her view that brands must evolve with modern audiences and goes into detail about what her brands are doing to help advance equality.
Sophie believes the key to great marketing is for brands to be thoughtful and authentic. She and Ian discuss the dynamic digital Out of Home (OOH) campaign Crown Royal ran with Lamar that highlighted the whiskey brand while also promoting responsible drinking. Check out the video below to learn more about the campaign.
Lastly, Sophie and Ian discuss the benefits of OOH and review some impactful OOH campaigns from Diageo, including Buchanan’s hyperlocal “tattoo billboard” and Bulleit’s giant neon OOH that was so popular it became a permanent display in LA’s Grand Central Market.
To learn more about Sophie Kelly and Diageo, listen to the full Digital & Dirt episode available on Apple Podcast, Spotify, Google Podcast, and others!