Drinks maker Diageo reaps 10:1 payback with brand management system


Drinks maker Diageo reaps 10:1 payback with brand management system

Warwick Ashford

Drinks manufacturer Diageo has achieved a 10:1 payback on its investment in a web-based system for managing the promotional materials for 200 brands including Guinness, J&B and Baileys.

The company said the custom-built brand asset management portal, which took five years to develop, protects Diageo against the risk of potentially millions of pounds in costs for accidental copyright infringement.

The portal allows promotional materials to be viewed or downloaded only by authorised users and provides detailed information about usage rights in each of the 180 countries where the company operates.

Diageo decided to develop its own system in partnership with content-management firm VYRE using its Unify web application framework.

Nic Lund, brand asset management programme manager, said the risk analysis of sending out discs containing brand materials with no way of tracking or controlling their use provided a strong business case for the programme, but return on investment comes mainly from the re-use of materials.

The portal allows 4,500 users in marketing teams and creative agencies access to the library of promotional materials. This means materials can be created once, used many times, and distributed around the world faster and at a lower cost than before, without duplicating work.

This has enabled Diageo to get the most out of its advertising and promotional budget, with payback accelerating as the number of items stored in the system, market coverage, site activity, and the number of downloads have increased.

Diageo achieved a payback rate of £10 for every one pound invested in developing the system before the end of its financial year in June, months ahead of target.

The portal has alllowed Diageo to manage its brands consistently users around the world. It gives users access to four workflow tools for creating, sharing, developing and approving materials according to internal and external codes of practice.

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