In a strategic move to enhance its global advertising efforts, Diageo is intensifying collaborations with influencers to better connect with consumers who have accessibility needs. This initiative is part of the company’s broader mission to ensure its marketing strategies are inclusive and diverse. Gráinne Wafer, Diageo’s Global Category Director for beer, vodka, liqueurs, and convenience, emphasized the importance of this mission during her speech at Creative Equals’ RISE conference on May 15.
A Commitment to Diversity and Representation
Diageo is committed to hiring the most talented and diverse teams, focusing on representing consumers worldwide. Wafer highlighted that inclusivity is not just a buzzword for Diageo but a core value that drives the company’s marketing strategies. By working with a diverse range of influencers, Diageo aims to create advertising content that resonates with a wider audience, including those with accessibility needs.
The Journey Towards Inclusivity
Since 2017, Diageo has embarked on what Wafer describes as an “interesting journey” towards inclusivity. As a member of the ISBA’s Ad Accessibility Network, the company has been actively working to include people with disabilities in its advertising campaigns. This effort is part of a larger movement within the industry to make advertising more accessible and representative of all consumers.
Influencer Partnerships: A Strategic Approach
Leveraging its global reach, Diageo’s work with influencers is a strategic move to ensure that its advertising is both impactful and inclusive. By partnering with influencers who have a genuine connection with their audience, Diageo seeks to create content that not only reaches a broad audience but also speaks to the unique experiences of individuals with accessibility needs.
– Expanding Reach : Collaborating with influencers allows Diageo to tap into diverse communities and expand its reach beyond traditional advertising channels.
– Authentic Engagement : Influencers who are passionate about inclusivity can help Diageo engage authentically with audiences who value diversity and representation.
– Innovative Content : By working with creative influencers, Diageo can produce innovative content that challenges conventional advertising norms and promotes inclusivity.
Industry-Wide Impact
Diageo’s efforts to promote inclusivity in advertising reflect a broader trend within the industry. As more companies recognize the importance of diversity, there is a growing push to ensure that advertising campaigns are accessible to all audiences. By being a part of ISBA’s Ad Accessibility Network, Diageo is helping to set industry standards and encourage other companies to follow suit.
Future Outlook
Looking ahead, Diageo plans to continue its efforts to promote inclusivity and diversity in advertising. By maintaining strong partnerships with diverse influencers and staying committed to hiring inclusive teams, Diageo aims to keep its brand relevant and resonant with consumers around the world.
For those interested in staying updated on Diageo’s inclusive advertising initiatives and other marketing trends, visit martechtrend.com for more information.
Note: This article is inspired by content from https://www.marketingweek.com/diageo-accessible-influencer-advertising/. It has been rephrased for originality. Images are credited to the original source.