Speakers

Loading
Andrew Geoghegan

Andrew Geoghegan

Global Consumer Planning Director, Diageo

Andrew is the Global Head of Consumer Planning at Diageo - the world’s largest premium drinks company and home to brands such as Johnnie Walker, Guinness, Smirnoff, and Tanqueray. He leads a 130 strong function in 52 countries in their mission to lead the total business with ideas and insights that sell more.

He is passionate about marketing effectiveness and has pioneered an approach across Diageo using leading-edge data and technology called marketing catalyst. This programme has already paid back over x15 the initial investment and given Diageo the confidence to buck the trend for consumer goods companies in recent years and increase its marketing investment ahead of revenue growth. The IPA recognised Diageo’s dedication to effectiveness in 2018 with a special award. To raise creative standards alongside this he introduced ‘creative sparks’ a programme blending inspiration with capability building.

Andrew was featured as a Male Agent of Change by Management Today in their 2019 Power List for his work on gender representation. This is work he has shared at Cannes and twice in New York at the UN women’s council in service of their 2030 sustainable development goals. Andrew also contributes a regular column to marketing week.

Prior to this Andrew held a variety of roles at Diageo and PepsiCo including Global Innovation and Consumer Planning Director on Guinness, and Consumer Planning Director for Diageo Africa.

Festival of Marketing