The beverage company's marketing spreads to the virtual world, but issues of security and reputation concern CIO DargueChanging consumer trends and the new generation of young "digital natives" are forcing drinks giant Diageo to exploit new digital marketing channels such as the virtual world Second Life.
Robin Dargue, Diageo's CIO and business process director - recently voted one of the UK's top 50 CIOs - said the company now has a presence in Second Life to market the company's brands, which include Baileys, Guinness, Johnnie Walker and Smirnoff.
Speaking at the Forrester IT Forum in Edinburgh this week, he said: "The changing face of our consumers, I have a real issue with. These people don't watch TV so I can't advertise to them. That is a problem if you are in FMCG [fast-moving consumer goods]. This is a world of digital marketing."
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