Diageo to cut global marketing spend


Diageo plans to cut their global marketing spend as a result of the economic downturn.

Andy Fennell, the chief marketing officer of Diageo, said the drinks giant expected to spend less on marketing over 2009 due to the global recession which had resulted in flat sales in the nine months to March this year.

‘Our marketing spend will be down this year, but our effective spend will be up,’ he said citing media deflation for this during an investor presentation on group marketing.

Fennell said the budget would be used to target growth in areas such as Africa, Latin America and parts of Asia.


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