Diageo on ‘smashing stereotypes’ with accessible influencer advertising

Leveraging its global reach, Diageo is ramping up its work with influencers in a bid to better resonate with consumers who have accessibility needs.

It is the company’s mission to make sure it’s “hiring the most talented and diverse teams” in order to ensure “consumers around the world feel represented”, explained global category director for beer, vodka, liqueurs and convenience, Gráinne Wafer, speaking at Creative Equals’ RISE conference today (15 May).

As a member of ISBA’s Ad Accessibility Network, Diageo has been on an “interesting journey” since 2017 with regards inclusivity. Wafer noted the importance of companies including people with disabilities in their campaigns.