“We Got It Wrong For A Really Long Time”: Diageo’s Adam Ballesty On The Baileys Brand

“We Got It Wrong For A Really Long Time”: Diageo’s Adam Ballesty On The Baileys Brand

Diageo’s outgoing marketing and innovation director has admitted the beverage giant missed the mark with one of its campaigns for the Baileys brand.

Speaking as part of a panel at B&T’s inaugural Changing the Ratio conference in Sydney this afternoon about the way brands market towards women, Adam Ballesty said Diageo “got it wrong for a really long time” with Baileys.

“The global campaign that came out in 2011 was ‘Helping you to shine’, and it was directed at women who clearly lived on the 54th floor in New York,” he said.

“It was a disaster of a campaign because I don’t think anyone that drinks a milk-based liqueur feels like shining towards the end of that moment.”

Baileys 2012 campaign [1]

Baileys 2012 campaign [2]

However, Ballesty said the recent work Diageo has been doing locally (that is being amplified around the globe) to promote Baileys is all about the indulgent moment.

“It’s about that conversation [of] usage and attitude versus gender and age,” he said.

The panel session also saw Ballesty share how Diageo focuses on inclusion, opportunity and flexibility.

“I’m really lucky – my team is 70 per cent female, so [gender diversity’s] not a challenge for us right now,” he said.

“In my leadership team, I’ve got four women – they’re all part-time working four days [per week]. I don’t want them to work five days. I don’t want them to send me emails on a Sunday.

“It’s about creating a work plan that is effective and efficient for them and the business, and building that contract way upfront.”

Ballesty said one of Diageo’s strengths is creating contracts with employees that are aligned to the company’s values and where they want to go with their career and what stage they’re at in life.

“What we’ve got to do is create that for humans – not just for women,” he said.

“I’ve currently got two guys in my team who are taking paternity leave because if you’re living in Sydney and you’ve got a mortgage and you want your kids to go to a decent school, chances are you’ve got both parents working and going at a thousand miles an hour.”

Ballesty also conceded that men are generally “pretty dumb” and will compete against the person next to them rather than build their career for the right reasons.

“Boys will ask for the promotion or a pay rise even if they don’t deserve it, [and] women don’t, he said.

“My advice to any young woman coming through the ranks is to just jump in early.”

CTR sponsor block

 




Please login with linkedin to comment

Adam Ballesty Baileys changing the ratio Diageo

Latest News

Reconciliation Australia Launches National Reconciliation Week Campaign Via Carbon Creative
  • Media

Reconciliation Australia Launches National Reconciliation Week Campaign Via Carbon Creative

Reconciliation Australia has launched National Reconciliation Week 2024 (27 May–3 June) with the theme ‘Now More Than Ever’, supported by a national, integrated campaign via social change creative agency Carbon Creative. A national media campaign to support National Reconciliation Week launched in May in the lead up to National Reconciliation Week 2024 across TV, outdoor, […]

Best Of The Best: Indie Media Agency Bosses
  • B&T Exclusive

Best Of The Best: Indie Media Agency Bosses

Welcome back to B&T’s Best Of The Best! For this week’s entry, we’re looking at the bosses guiding some of the biggest indie media shops in the country – not a holding co in sight. There are ten names on this list, but there are plenty more who just missed out. We’ve based this list on the […]

The Benevolent Society Empowers Aussies To Live Life Their Way In Latest Brand Campaign
  • Advertising

The Benevolent Society Empowers Aussies To Live Life Their Way In Latest Brand Campaign

The Benevolent Society has launched its second integrated brand campaign in collaboration with Jack Nimble. The uplifting stories, created and produced by the hybrid agency, aim to raise awareness about The Benevolent Society’s comprehensive support services. In the second iteration of the campaign, the stories reimagined Aussie rock royalty Spiderbait and their iconic track ‘Calypso’, […]

Nine Metro Mastheads Launch Get Fit Content Series With Colonial First State
  • Advertising

Nine Metro Mastheads Launch Get Fit Content Series With Colonial First State

The new six-part Super Fit editorial series – with launch partner Colonial First State – from the Money experts at Nine‘s metro mastheads Sydney Morning Herald, The Age, Brisbane Times, and WAtoday will take readers step-by-step through how to create the strongest possible super balance. Lead image: Dominic Powell, money editor, Sydney Morning Herald & […]

Married At First Sight New Zealand Returns To 9Now
  • Media

Married At First Sight New Zealand Returns To 9Now

Married at First Sight New Zealand is returning next month for its fourth season. The program will be fast-tracked and streamed exclusively on 9Now from June 2 at 4pm AEST. The New Zealand version of the marriage experiment show will drop episodes on Sunday and Tuesday, promising more fiery drama and explosive love stories. Two […]

Shark Tank’s Sabri Suby Ranks Influencer E-Commerce Businesses To See What Businesses Can Learn To Do (And Not Do)
  • Marketing

Shark Tank’s Sabri Suby Ranks Influencer E-Commerce Businesses To See What Businesses Can Learn To Do (And Not Do)

As a seasoned entrepreneur and investor with billions in online sales, Sabri Suby recently turned the tables and reviewed e-commerce businesses launched by the world’s greatest money-spinning brand builders–AKA influencers. Lead image: Sabri Suby, Shark Tank CEO and judge “Influencers’ brands are often built on the back of massive social media followings, and I wanted […]

Rising Festival Partners With News Corp To Revive mX Newspaper
  • Media

Rising Festival Partners With News Corp To Revive mX Newspaper

Melbourne’s premier festival of new music, art and performance, RISING, has partnered with News Corp to revive the mX newspaper for two exclusive festival editions. The collaboration brings back the iconic mX newspaper, featuring a remastered masthead and packed with festival highlights and engaging content tailored for Melbourne’s commuter population. Special mX RISING editions will […]

Carsales & Sydney Swans Launch First Collaborative Ad Campaign
  • Campaigns

Carsales & Sydney Swans Launch First Collaborative Ad Campaign

Carsales has launched its first collaborative advertising campaign in partnership with the AFL powerhouse, Sydney Swans. The new ad campaign was launched in time for the Swans’ win against the Western Bulldogs last week. It follows on from a successful ad campaign with Melbourne Storm. The new ‘More’ ad campaign engages buyers and is centred […]

Porsche Reviews Creative Agency
  • Advertising

Porsche Reviews Creative Agency

The luxury sports carmaker has launched a review of its creative agency requirements, placing the incumbent DDB Australia on notice. Porsche confirmed the creative review with B&T but declined to comment.   DDB’s Melbourne office has led creative work on Porsche since it first won the account in 2015 from The Ross Partnership. The agency defended […]

Footy Fans Front & Centre In Youi’s Latest Partnership Platform
  • Campaigns

Footy Fans Front & Centre In Youi’s Latest Partnership Platform

Footy fans across Australia are finally getting their premiership moment. National insurer Youi has unveiled its latest partnership platform, Footy. Made by Fans, emphasising its recognition of the true contributors to the game: the fans. As a brand dedicated to understanding customers, Youi identified an unmet need for acknowledging fans’ efforts at every level of […]

Deloitte Digital Named Adobe Partner Of The Year
  • Technology

Deloitte Digital Named Adobe Partner Of The Year

Adobe has named Deloitte Digital as its partner of the year at its Best of Adobe Summit in Sydney. The ANZ Adobe Partner Awards recognise and celebrate the work of Adobe partners in driving customer success and innovation in Australia and New Zealand. Deloitte Digital was lauded for its performance in FY23, excelling in key areas […]

Are Media Gives Australian Women A Brand New Way To Shop
  • Media

Are Media Gives Australian Women A Brand New Way To Shop

Are Media has announced the launch of two new digital marketplaces, delivering more than 14,000 of Australia’s favourite products via The Australian Women’s Weekly and Home Beautiful brands. The Australian Women’s Weekly marketplace has a strong focus on fashion, accessories, jewellery, shoes, homewares and gifts; while the key product categories in the Home Beautiful marketplace […]

ARN iHeart Launches Series To Unearth Next Gen Of Podcasting Talent
  • Media

ARN iHeart Launches Series To Unearth Next Gen Of Podcasting Talent

ARN’s iHeart and Indigenous Podcast Network BlakCast has launched a new podcast series Find and Tell that attempts to unearth the next generation of diverse storytellers. Hosted by esteemed broadcaster and author Jamila Rizvi, Find and Tell is similar to a TV singing competition for budding podcasters. It will feature people from all walks of […]

Ahm And HOYTS Launch 2-For-1 Movie Tickets On Fridays
  • Marketing

Ahm And HOYTS Launch 2-For-1 Movie Tickets On Fridays

Australian health insurance company ahm has partnered with Val Morgan Cinema to launch their Feel Good Fridays movie ticket partnership with HOYTS. Launched in conjunction with media agency Carat, the Feel Good Fridays partnership offers ahm members an exclusive opportunity to enjoy a special 2-for-1 movie ticket deal. Members can purchase two cinema tickets for […]

GumGum Snares Niall Hogan From Ogury Singapore
  • Advertising

GumGum Snares Niall Hogan From Ogury Singapore

GumGum has announced the appointment of Niall Hogan as general manager, JAPAC (Japan, Australia, and Asia Pacific), effective immediately. In his pivotal role, Hogan will spearhead Sales, Customer Success, and Operational Delivery of GumGum’s media advertising business across Japan, Australia, New Zealand, Singapore, and emerging JAPAC markets. Leading a team of over 100, Hogan’s primary […]

Experts Unpack The Future Of Loyalty Programs & Gen AI
  • Partner Content

Experts Unpack The Future Of Loyalty Programs & Gen AI

It’s not news that technology, particularly Generative AI, has disrupted many traditional marketing strategies. But knowing the world has changed isn’t the same as knowing how to adapt to that changed world. The inaugural Asia Pacific Loyalty Awards recently identified some industry-leading innovators. We speak to a couple of the award winners, Accor, which took […]

Partner Content

by B&T Magazine

B&T Magazine
Today The Brave Appointed Westmead Fertility Centre Agency Of Record
  • Advertising

Today The Brave Appointed Westmead Fertility Centre Agency Of Record

Today the Brave has been appointed by Westmead Fertility Centre as its agency of record. The full-service independent agency will be providing integrated support across strategy, creative, design, media, social and PR. Today the Brave will be working with Westmead Fertility Centre to break the silence around infertility while raising awareness of innovative fertility treatments […]

Connection Is Key: Wavemaker’s Peter Andrew’s Lessons From LA
  • Advertising

Connection Is Key: Wavemaker’s Peter Andrew’s Lessons From LA

Wavemaker’s group director Peter Andrew recently spent a fortnight in Los Angeles as part of the agency’s talent exchange program, Provocative Pioneers. Here, he says that the experience made him better at his job — though it sadly didn’t land him a spot on the silver screen. I spent the last two weeks of April […]

European OOH Firm Appoints oOh! Co-Founder Noel Cook To Lead Australian Expansion
  • Media

European OOH Firm Appoints oOh! Co-Founder Noel Cook To Lead Australian Expansion

European media infrastructure owner Wildstone has announced plans to launch and scale in Australia’s OOH market, marking the next stage of the company’s international expansion. Following successful growth across Europe, where it has acquired and developed over 5,000 static and digital OOH assets since 2010, Wildstone said it “sees Australia as the ideal market to […]

Claxon Announces Pro-Bono Partnership With Serving Our People
  • Advertising

Claxon Announces Pro-Bono Partnership With Serving Our People

Full-service indie Claxon has announced a pro-bono partnership providing marketing support with charity Serving Our People (SOP). As marketing partner Claxon will provide strategy, creative, content creation, media planning and buying support to SOP, helping raise awareness of the charity’s offering so it can continue its vital work supporting Australians in need. Established in 2020 […]

Turtle Bay CMO: ‘AI Has Swept Away Our Competitors’
  • Marketing

Turtle Bay CMO: ‘AI Has Swept Away Our Competitors’

The chief marketing officer of the Turtle Bay resort in Oahu, Hawaii has claimed that AI has had such a transformative effect on his marketing operations it has seen the business sweep away its competitors. Speaking on a panel at the Salesforce Connections marketing summit in Chicago, Robert Marusi told a room full of journalists […]

by B&T Magazine

B&T Magazine