Guinness Part 1: the story behind “Made of More,” with Alison Falconer and Craig Mawdsley
Alison Falconer
Global Planning Director
Guinness and beer at Diageo
Connect to the strategist
LinkedIn / Diageo Site
Another masterclass in strategy. Hear the story behind the brand’s shift from “Good things come to those who wait” to “Made of More.” Just this month (Oct. 2020) the campaign won another Gold IPA award for effectiveness. Listen below or wherever you get your podcasts.
Creative work: “Good things come to those who wait.”
“Made of More” work as it evolved from “Clock” and ‘Surge” in 2012/13 to “Compton Cowboys” in 2018.