"You have to be super agile all the time" – the lessons Cristina Diezhandino learned when she became CMO of Diageo during the pandemic - video Dailymotion

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Cristina Diezhandino, the CMO of Diaegeo, explains how she had to rethink her company's strategy because of the COVID-19 pandemic. Diezhandino was interviewed at the Cannes Lions 2024 International Festival of Creativity.

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00:00I became CMO in 2020.

00:02The past suddenly went out the window.

00:11I suppose when I became CMO,

00:13I was looking for a lot of advice from a lot of people.

00:16The reality is I became CMO in 2020.

00:20So that means that for all of us,

00:24the past suddenly went out the window

00:27and we had to imagine how the world could be

00:30under these completely new circumstances.

00:32So for our industry,

00:34which has a huge part of our business happening

00:37in bars, in restaurants, in clubs,

00:40all of that was closed at that time.

00:43So very quickly, we had to think,

00:46actually, how do we focus on consumers

00:48and what are consumers doing under these circumstances?

00:51We quickly learned that people were spending

00:53more time at home preparing cocktails,

00:56that they were spending more time on social media,

00:58getting inspired by new recipes and trying new things,

01:02actually socializing in a virtual way,

01:04which hadn't happened before.

01:06That allowed us to put, for example,

01:08bartenders in front of people in a completely different way.

01:11So the truth is, yes, we utilize all the assets

01:15that we had from the past,

01:17but also we thought about them in a completely different way.

01:20And to me, that's been an enormous learning

01:22because what that has done is to prove

01:26that you have to be super agile all the time,

01:30that the world around us changes so fast

01:33and success really requires us

01:35to have a finger on the pulse all the time.

"You have to be super agile all the time" – the lessons Cristina Diezhandino learned when she became CMO of Diageo during the pandemic

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