The challenge
Diageo's Global Public Affairs team recognised a structural capability gap: their people excelled at traditional lobbying, but not at the modern, digitally amplified campaigning needed to defend live policy positions on tax, marketing freedom, and industry reputation — at scale, across markets.
The approach
Marco led the design of a campaigning masterclass built collaboratively with senior Diageo practitioners — including world-class marketing teams — and external political campaign specialists. Covering strategy, narrative, digital activation and stakeholder mobilisation, each module was grounded in live policy challenges. Delivered as a two-day workshop and virtual programme for wider organisational reach.
The outcome
Over three years, the programme reached more than 300 people across Corporate Affairs, Legal, Sales & Marketing, Finance and General Management — delivering a measurable shift from reactive lobbying to proactive, campaign-led advocacy and giving Diageo a genuine competitive edge in challenging regulatory environments.
