Discover the secrets of persuasion and how it shapes consumer behaviour, fuels business growth, and sharpens marketing skills. Join Laura Halliday, Adam Rowles and Simon Garnett from The Forge in each episode as they chat with marketers, business leaders and beyond to learn how they use persuasion to influence their consumers, convince their stakeholders and drive their businesses forward. Learn the tactics, stories, and strategies that will help you become a more effective marketer and business leader.
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Discover the secrets of persuasion and how it shapes consumer behaviour, fuels business growth, and sharpens marketing skills. Join Laura Halliday, Adam Rowles and Simon Garnett from The Forge in each episode as they chat with marketers, business leaders and beyond to learn how they use persuasion to influence their consumers, convince their stakeholders and drive their businesses forward. Learn the tactics, stories, and strategies that will help you become a more effective marketer and business leader.
How a film transformed Johnnie Walker’s prospects, with Stephen White, Diageo
The Persuasion Game
28 minutes
2 weeks ago
How a film transformed Johnnie Walker’s prospects, with Stephen White, Diageo
Our guest on this episode of The Persuasion Game podcast is Stephen White, Senior Vice President, North America at Diageo.
He is an expert in transforming teams, brands, innovation pipelines and businesses and has spent years working in different markets, all around the world, doing just that.
Stephen shares stories and learnings from across his 20+ years leading teams at Diageo including: brand turnarounds; managing global and local dynamics; and transforming underperforming teams.
One example Stephen shares is how a short film starring Robert Carlyle helped reframe the iconic whisky brand Johnnie Walker “we spent the amount of money we would've spent on an external film, on an internal audience, we then subsequently had 9-10 years of consistent growth.”
Johnnie Walker “The Man Who Walked Around the World”: https://www.youtube.com/watch?v=fZ6aiVg2qVk
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This is an 18Sixty production for The Forge.
CHAPTERS:
(00:00) Introduction
(03:00) Key Innovations at Diageo
(09:32) Building Trust and Empathy
(14:29) Breaking Down Organisational Silos
(20:31) Leveraging AI and Future Trends
The Persuasion Game
Discover the secrets of persuasion and how it shapes consumer behaviour, fuels business growth, and sharpens marketing skills. Join Laura Halliday, Adam Rowles and Simon Garnett from The Forge in each episode as they chat with marketers, business leaders and beyond to learn how they use persuasion to influence their consumers, convince their stakeholders and drive their businesses forward. Learn the tactics, stories, and strategies that will help you become a more effective marketer and business leader.
