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Global drinks brand owner Diageo has hired former M&C Saatchi London CEO, Giles Hedger, as its global consumer planning director, joining from the U.K. cabinet office where he was strategy lead.
Hedger took over the role from Andrew Geoghegan who joined PZ Cussons, the owner of Carex and St. Tropez, in the newly created job of chief marketing transformation officer after 13 years at Diageo.
Hedger will report to chief marketing officer Cristina Diezhandino. And lead the team which researches the motivation and behavior of consumers and shoppers to help generate ideas that will drive growth and sales within the business.
“Giles’ passion for brands and experience in developing consumer insight-led strategies means he is well-placed to lead our planning and marketing effectiveness teams and ensure that we continue to push the creative boundaries … I’m delighted to welcome him to Diageo,” Cristina Diezhandino told Adweek.
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