Marketing as a service: Diageo Asia’s 12-ingredient cocktail for success

Low Lai Chow

Diageo’s Stuart La Brooy outlines how the company is navigating the intricacies of a fragmented and digitally-dominant consumer landscape at the FUTR Asia Summit in Singapore.

Tech-fuelled complexity is making marketing lose its way, and the industry needs to change its mindset.

“We’ve never lived in an age where consumerism, communication, consumers, technology and lifestyles have been more complicated than it is today,” said Stuart La Brooy, Diageo’s senior marketing director for Asia, at the FUTR Asia Summit in Singapore.

There is a need to get back to the fundamentals: “We need to move towards a methodology where marketing is a source of value and sits on top of everything you are selling as a product.”

La Brooy offered a few pointers for brands to thrive...

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