Philippa Dickson, Diageo's general manager for Austria, Germany and Switzerland, has been voted one of Germany's Top 100 Business Leaders by marketing magazine Werben und Verkaufen. Dickson was credited for her outstanding skills in leadership, innovation and Diageo Germany's commitment to promoting responsible drinking. Philippa was awarded 17th place, the highest ranking amongst female business leaders and others from the alcohol beverage industry.
She said: 'It is a real honour to receive this recognition. I am very proud to lead an outstanding team who are passionate about delivering great brands to our consumers and it is especially rewarding to be recognised for our commitment to promoting responsible drinking. Our ambition is to create a more positive role for alcohol in society and make real progress in cutting alcohol misuse, so that responsible drinking is a valued and enjoyable part of life."
This year Diageo Germany launched their first fully integrated responsible drinking campaign: "A night to remember? Or to forget? The choice is yours" (Du hast die Wahl) in Dortmund, Düsseldorf and Hamburg. The advertisements are set in the different drinking environments of a night out in a bar and at a house party and illustrate how excessive drinking for both men and women can ruin a good evening.
Over 70,000 consumers have been reached via the on-trade promotion alone.