The 3rd Brands Lecture

100% Marketing

This lecture, given in June 2003 by Rob Malcolm, President of Global Marketing, Sales and Innovation at Diageo, provides practical advice on how to build the reputation of marketing within organisations. Taking Lord Leverhulme's famous quote as his theme ("Half of what I spend is wasted. The trouble is, I just don't know which half"), Rob provides suggestions on how to gain company buy-in to marketing, build marketing professionalism and establish accountability. It's all about moving from 50% to 100% marketing.

For a full copy of this lecture, please download here.