Want to tell brand stories? Use branded content, Diageo boss says

Diageo's global managing director of Reserve Brand says branded content lets brands tell a story in a way that ads don't allow

Speaking exclusively to Campaign at Johnnie Walker’s "Symphony in Blue" live event, which included Moulin Rogue-inspired dancing and acrobatics, Diageo global managing director of Reserve Brands James Thompson said the trend of live interactive events will be part of the future of branded content and will be how other brands will communicate in the future.

"We wanted to tell the whole story," he said. "It's quite hard to do that in an ad. There's a trend of interactive theatre ... it's part of the future of branded content.

"It’s not just about film or ads or sponsorships, it’s about creating experiences and things that people will talk about. It is going to be how a lot of brands communicate in the future, particular luxury brands."

Thompson said the event, which explains how to match whiskey with food, will become the foundation of its marketing for years to come.

He said: "What we’re trying to be is part of people’s regular everyday lives, that’s the social fabric through our marketing. We want to do things that surprise people, we’ve got messages. If you look at the (Johnnie Walker) film, messages ooze through it."

Big filmic online ads, such as Guinness’ award-winning "sapeurs" and Johnnie Walker’s "the gentleman’s wager," will continue to be a big part of Diageo’s marketing strategy as they allow the brands to tell the "whole story" and provide an "intimidate viewing experience."

Diageo said it will look to invest in startups that have the potential and technology to help the industry as well as the brand.

Watch the full interview above. 

This article was first published on campaignlive.co.uk.

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.com , plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free