Diageo North America CMO on Managing a Brand Portfolio; Boomers Aging in Place; Europe's Economic Slowdown

We talk with Diageo North America’s CMO, look at how boomers are “aging in place” and Europe’s slowing economy. October 8, 2019 [Diageo North America CMO on Managing a Brand Portfolio; Boomers Aging in Place; Europe's Economic Slowdown](=/s0Ol0ph0ALMW0S29LQ30D0G)   As chief marketing and innovation officer of Diageo North America, Edward Pilkington is responsible for maintaining some of the largest spirits brands in the world—among them Captain Morgan, Crown Royal and Smirnoff. While TV and out-of-home (OOH) advertising still play a large part in the mix, Pilkington has strongly embraced digital to help fit these global brands within the context of a local audience. We spoke with Pilkington for our upcoming report on the future of the CMO about how he manages a large portfolio of brands, embraces digital out-of-home (DOOH) and took Diageo North America’s programmatic and social efforts in-house. What’s top of mind to you as CMO? A big part of what I do is making sure we have a clear portfolio strategy and shaping how we accurately market over 20 brands. We're constantly looking at our portfolio and making sure we've got the right brands that are well positioned and executed in the market. As part of that, for example, in the last year we shed 19 brands. [Some of these brands include Seagram’s VO, Romana Sambuca and Goldschläger.] [Read the full article.](=/s0Ol0ph0ALMW0S29LQ30D0G) [The Ultimate Guide to Trade Show Marketing by Cvent]( Download the free guide now to learn industry best practices for every stage of your event. [Get the Guide]( [Podcast: Baby Boomers Are Aging in Place, at Home and Online](=/s0Ol0ph0ALMW0S29LQ30D0G)   eMarketer principal analyst Mark Dolliver discuss how baby boomers are aging in place in multiple aspects of their lives. He explains their digital adoption habits, their financial status and the new technologies they find important. He also talks about how young people are getting their news, how digital usage varies by age and what the new generational divide may look like. [Listen in.](=/s0Ol0ph0ALMW0S29LQ30D0G) [chart-image] [Tech-Talk Webinar: Identity Resolution and Predictive Segmentation]( Improve engagement and conversions. Join the live webinar and hear from our presenting sponsor, Infutor, as they discuss data-driven methods to use for identifying high-propensity, high-converting lookalike audiences, and key steps to increasing customer lifetime value. [Register Now.]( [Daily Forecast: Europe’s Economic Slowdown Affects Ad Spending Growth](=/s0Ol0ph0ALMW0S29LQ30D0G)   eMarketer junior forecasting analyst Nazmul Islam discusses our recently adjusted ad spending figures for Europe and the potential hit digital spend may take. [Watch now.](=/s0Ol0ph0ALMW0S29LQ30D0G) =/s0Ol0ph0ALMW0S29LQ30D0G =/s0Ol0ph0ALMW0S29LQ30D0G ©2019 eMarketer, Inc. 11 Times Square, New York, NY 10036   eMarketer Daily is published by eMarketer, Inc. [Unsubscribe](/s0Ol0ph0ALMW0S29LQ30D0G) | [Change email address](=/s0Ol0ph0ALMW0S29LQ30D0G) | [Update preferences](/s0Ol0ph0ALMW0S29LQ30D0G) | [Advertise](=/s0Ol0ph0ALMW0S29LQ30D0G) [Select "Research Submissions"](=/s0Ol0ph0ALMW0S29LQ30D0G) for potential inclusion in the eMarketer Daily. If you cannot view the HTML newsletter, please [read it in your browser here](. =/s0Ol0ph0ALMW0S29LQ30D0G   =/s0Ol0ph0ALMW0S29LQ30D0G