Deirdre Mahlan Talks Innovation and Digital Marketing Strategies

Yesterday we shared Diageo's goals for fiscal year 2018 and other updates on its strategy in North America [see WSD 11-28-2017]. Continuing to pull at that thread, president of Diageo North America Deirdre Mahlan discusses innovation, how the company approaches flavor extensions, and its digital marketing strategy.INNOVATION STRATEGY. Deirdre said innovation will still be a large part of the overall strategy. Though they are switching up their innovation cycle in fiscal 2018 to be skewed more towards the second half