Diageo hires Nestlé's Gawain Owen as first head of programmatic

Drinks giant Diageo has signalled its belief in the importance of programmatic by hiring its first executive to head up the format, Nestlé digital marketer Gawain Owen.

Diageo hires Nestlé's Gawain Owen as first head of programmatic

Owen has been with Nestlé for four years, and has been in a programmatic-specific role since January. Before this he was a direct response media manager, and then UK digital lead. Earlier in his career, Owen spent three years working as an account manager for Campaign’s publisher, Haymarket Media Group.

A statement from Diageo said: "Gawain Owen joined Diageo in November 2016 as head of programmatic media for Diageo Plc. In this newly created role, Gawain will be responsible for building Diageo’s programmatic capabilities and developing new and exciting partnerships in this field."

Owen is an evangelist for programmatic. Speaking to Marketing last year, he said that he would pay more for programmatic TV ads than conventionally bought ones.

He said: "TV inflation is up, you get great reach and coverage but if I can run the ads programmatically then I get display and video efficiency too. I will pay more for programmatic, I might even pay two times as much because it drives efficiencies."

Become a member of Campaign from just £46 a quarter

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

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Is John Lewis losing its retailing crown?

Following a series of news stories highlighting issues such as job cuts and payments below the minimum wage, is the shine coming off John Lewis? Or is this simply a readjustment process that any major retailer might have to endure to emerge stronger?

Making media fun again: why we must free our industry from outdated models
Shares0
Share

1 Making media fun again: why we must free our industry from outdated models

The industry needs an audience-first media revolution that balances brand and outcomes, writes Mindshare's global chief executive.