The challenge
Following the launch of Smirnoff Ice, Diageo Germany faced coordinated allegations from legislators, NGOs and media of fuelling underage and binge drinking. An instinctive response of aggressive rebuttal backfired decisively, leaving the company shut out of every meaningful conversation about the future of German drinks regulation.
The approach
As the newly appointed Corporate Affairs Director for Diageo Germany, Marco led a strategic reset of the company's reputation and stakeholder relationships — replacing the defensive posture with a credibility-first narrative grounded in accountability. He developed initiatives addressing underage drinking and responsible consumption, backed by external partnerships, and systematically re-engaged key legislators, media and industry stakeholders.
The outcome
Within three years, Diageo Germany moved from political isolation to becoming the go-to industry voice in Berlin. That hard-won trust enabled Diageo to lead the German spirits industry toward more effective advertising self-regulation, defending marketing freedom for the entire sector.
