Discover the secrets of persuasion and how it shapes consumer behaviour, fuels business growth, and sharpens marketing skills. Join Laura Halliday, Adam Rowles and Simon Garnett from The Forge in each episode as they chat with marketers, business leaders and beyond to learn how they use persuasion to influence their consumers, convince their stakeholders and drive their businesses forward. Learn the tactics, stories, and strategies that will help you become a more effective marketer and business leader.
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Discover the secrets of persuasion and how it shapes consumer behaviour, fuels business growth, and sharpens marketing skills. Join Laura Halliday, Adam Rowles and Simon Garnett from The Forge in each episode as they chat with marketers, business leaders and beyond to learn how they use persuasion to influence their consumers, convince their stakeholders and drive their businesses forward. Learn the tactics, stories, and strategies that will help you become a more effective marketer and business leader.
How a film transformed Johnnie Walker’s prospects, with Steve White, Diageo
The Persuasion Game
28 minutes
2 weeks ago
How a film transformed Johnnie Walker’s prospects, with Steve White, Diageo
“We spent the amount of money we would've spent on an external film, on an internal audience.”
Our guest on this episode of The Persuasion Game podcast is Steve White, Senior Vice President of Marketing at Diageo.
He is an expert in transforming teams, brands and businesses and has spent years working in different markets, all around the world, doing just that.
One example Steve shares is how a short film produced for an internal audience, and starring Robert Carlyle, helped reframe the iconic whisky brand Johnnie Walker: “We then subsequently had nine, 10 years of consistent growth.”
Steve discusses the difference between transforming an inherited problem, compared to one that develops when you’re already in situ, managing global v local tensions, and offers some really practical advice on how to approach a transformation challenge.
Johnnie Walker “The Man Who Walked Around the World”: https://www.youtube.com/watch?v=fZ6aiVg2qVk
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This is an 18Sixty production for The Forge.
CHAPTERS:
(00:00) Introduction
(03:00) Key Innovations at Diageo
(09:32) Building Trust and Empathy
(14:29) Breaking Down Organisational Silos
(20:31) Leveraging AI and Future Trends
The Persuasion Game
Discover the secrets of persuasion and how it shapes consumer behaviour, fuels business growth, and sharpens marketing skills. Join Laura Halliday, Adam Rowles and Simon Garnett from The Forge in each episode as they chat with marketers, business leaders and beyond to learn how they use persuasion to influence their consumers, convince their stakeholders and drive their businesses forward. Learn the tactics, stories, and strategies that will help you become a more effective marketer and business leader.
