Spirit of Innovation Boosts Diageo - IWSR interviews Diageo’s Global Head of Innovation, Michael Ward

Michael Ward

Michael Ward

August 8, 2019 - After Diageo’s CEO Ivan Menezes acknowledged the role that innovation has played in delivering their upbeat results, the IWSR hears from Diageo’s Global Head of Innovation, Michael Ward [pictured].

Michael Ward leaves you under no illusion as to how important innovation is regarded within Diageo and how they harness it to put their brands in the right place at the right time. “Innovation drives our company forward and for us, that means staying ahead of consumer trends everywhere, creating new products, categories and experiences.” Last year, Diageo’s investment in innovation was rewarded with a number of high profile ‘wins’ for the company that helped to shape their overall performance.

The ability to react to and to anticipate future trends determines the fortunes of a company’s innovation policy, and according to Ward, Diageo have the mechanisms in place to do just that. “Our thinking starts with the consumer. We have proprietary tools and techniques that allow us to identify promising opportunities now and in the future. This could include identifying unconscious compromises consumers are making on key occasions or emerging, significant changes in consumer attitudes, as first recognised among leading opinion leaders”. More...