Outcome
Through our collaboration, Guinness and Smirnoff further embedded themselves in music and nightlife communities through authentic activations. By combining sponsorship, artist curation, and cultural programming, Diageo’s brands achieved greater visibility, stronger consumer loyalty, and long-term cultural credibility across Ireland’s events landscape.
Diageo
Activating global drinks brands through music, culture, and live experiences.
Summary
We partnered with Diageo over several years to deliver booking and sponsorship activations for both Guinness and Smirnoff. Our role spanned music programming, cultural event integration, and festival activations, ensuring that Diageo’s brands were consistently well positioned. By combining talent curation with brand strategy, we created experiences that elevated brand visibility, strengthened consumer connection, and built lasting cultural credibility.
Strategic Objective
Position Guinness and Smirnoff as authentic supporters of music and culture in Ireland
Deliver sponsorship activations that delivered meaningful cultural engagement
Curate talent and program events that aligned with each brand’s identity and audience
Build presence for Diageo brands across venues, festivals, and cultural platforms
Consulting Approach
Sponsorship Activation
Designed and executed sponsorship that integrated seamlessly with Irish festivals and nightlife events
Ensured each activation was both commercially effective and culturally credible
Balanced brand objectives with the need for authentic experiences
Talent Booking & Programming
Booked and managed a range of music talent across Diageo-sponsored events
Matched artist selection to brand values
Created line-ups that spoke directly to target audiences
Venue & Festival Integration
Activated Diageo brands in both intimate venues and large-scale festivals
Delivered experiences that reinforced brand presence while enhancing audience enjoyment
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Client Partership
Coordinated across brand teams, venues, and festival organisers to deliver integrated activations
Provided both strategic input and hands-on execution across sponsorship, talent, and brand experience
Diageo