Diageo is attempting to transform its marketing creativity through an ambitious global drive called 'Shooting for 10'.
Overseen by chief marketing officer Andy Fennell, the programme bears similarities to Unilever's 'Crafting brands for life' initiative, which aimed to foster a 'more magic, less logic' approach to marketing.
Fennell has, in the past, spoken of the need for marketers to take risks and not settle for 'sevens [out of 10]'.
One observer said it would result in creative development and briefing becoming less prescriptive and 'more of a dynamic creative debate'. Another claimed: 'No work will run unless it is deemed 10/10'.
Diageo has given marketers additional responsibilities as 'creative leaders' across their brands, and is briefing agencies on the philosophy.
It is also overhauling its 'Diageo Way of Brand Building' programme, a marketing toolkit created in 1999, to better reflect today's challenges. Roster agencies are being briefed on the changes.
A spokeswoman for the company said 'Shooting for 10' was not a 'formal initiative' but rather a goal to 'galvanise the marketing teams'.
It aimed to 'give marketers something to "stand behind" and get them to work out the best way to "shoot for a 10"', she added.
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