Power 100 2021: Cristina Diezhandino, Diageo

Chief marketing officer, Diageo.

Cristina Diezhandino
Cristina Diezhandino

Diezhandino is particularly proud of how “all [Diageo’s] teams across the world have shifted and worked closer and more collaboratively than ever before”. Bar and pub doors staying closed didn’t prevent Diageo from helping “consumers recreate that bar feeling at home” and launching services such as “Message in a bottle”, which let people send video messages and bottles of whisky to a loved one.

Supporting bars and bar staff has been equally important. Diageo’s two-year, $100m “Raising the bar” programme launched in July 2020 and continues to provide free equipment for outlets to reopen, while the “Diageo Bar Academy”, offering free online training to bar professionals, went virtual last year and was visited by 1.6 million people.

Take me back to the main Power 100 list

Topics

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Become a member of Campaign

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

Become a member

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