For the past few weeks you have heard from my fellow ‘Nesters’ Andrew and Justine who have begun their journey over at Leo Burnett. This week I am pleased to offer you an insight into the world of Diageo, the other side of agency/client relationship.
As I write this I am currently completing my double degree in Journalism and Communication from the University of Queensland. I fell into the world of marketing after sitting in reception at a media agency in Brisbane. Ever since then I wondered what the difference is between client side and agency side? I hope I can answer this question properly within the next few months but until then let me tell you what I’ve been up to for the past four weeks.
The Land of Liquor
Diageo is home to Smirnoff, Bundaberg Rum, Captain Morgan and Johnnie Walker (just to name a few). With such a large portfolio of incredible brands, I was eager to see what I would be working on. My main role is marketing assistant for Johnnie Walker while also dabbling in other areas of the luxury portfolio including Baileys, Tanqueray Gin and single malt whisky.
Next month Johnnie Walker will have a marquee during the week long Melbourne Cup racing carnival at Flemington. I have been lucky enough to work with the Johnnie Walker brand team on generating PR for the event, writing guest lists, overseeing press releases and heading up the digital strategy. The marquee will be nothing short of opulent and indulgent- encapsulating everything that Johnnie Walker whisky is associated with.
The Diageo point of difference
Last week I had the opportunity to get out of the office and head to the Diageo F16 Brand Planning Conference, at The Stables in the members’ area of Randwick Racecourse. The day featured four different modules presented by people in the Sydney office’s marketing team. I have never been so inspired or felt a part of something as innovative as I did that day. Diageo has a way of taking you in and reminding you on a daily basis exactly why you are doing this.
All in a day’s work
In amongst the conferences and Melbourne Cup planning I have also been fortunate enough to attend some awesome events. For example, the launch of Good Food Month Sydney. Guests sipped on Tanqueray and Tonic at Coogee Pavilion. This launch gave me the opportunity to understand just how our brand Tanqueray is enjoyed by the consumer and in what context. This is incredibly helpful when it comes to working on this brand and understanding the audience.
Team building is important here at Diageo and last Friday I joined the whisky portfolio team day. We started at Royal Randwick Racecourse before heading out on the newly branded Talisker yacht. Talisker is a single malt whisky in the Diageo portfolio from the Isle of Skye, Scotland. This 40 foot racing yacht took us around the harbour and we all had a go at working the sails while also taking time to do a Talisker whisky tasting.
A ‘Nester’s’ Perspective
My advice to the next generation of ‘Nesters’, or any interns for that matter, is to ask questions and take advantage of any opportunity you are given. Jump in on that meeting, that conference call and go to that event. But most importantly, take time to bond with your team that you are a part of - what you will learn from them will be invaluable to you in the future.
Stephanie Cook
The Nest 2014