Diageo appoints Drive Dry lead agency
WE Communications South Africa has been awarded lead agency status by Diageo South Africa for its Drive Dry campaign, which aims to reduce harmful consumption and road-related accidents as a result of drunk driving, particularly among young adults.
“We were not only looking for a highly creative agency to partner with us but also one that can effectively use storytelling to reach young minds. WE Communications was the clear winner,” says Lebogang Mashigo, Diageo in society manager.
“This is a great consumer win for our agency, and we are proud to be working with Diageo. Using our unique perspective on consumer perception, Brands in Motion, we were able to gain insights into how to effectively support the Diageo Drive Dry brand,” says James Wilson, WE Communications SA VP and GM. “This campaign will intersect all three of our core industry focal points, these being technology, consumer and health.”