![Sponsor](https://marketingweek.imgix.net/content/uploads/2019/08/13104458/lock_icon-1.png?auto=compress,format&q=60&w=193&h=193)
Diageo’s effectiveness boss on why brand-building is a ‘total business mentality’
Belief that investment in brands fuels performance is something that Diageo has embedded from the very top of its business down, says vice-president and global head of marketing effectiveness and embedded analytics, Gina O’Halloran.