Building Ads with Spirit for Diageo
Sector: CPG, Retail
Role: Ad Designer and Builder
Tools: Adobe Photoshop, Celtra
In the Spirit of Growth
Collaborating with the Diageo umbrella of brands as an Advertising Designer was among my first strides in the world of Rich Media ad unit building. I was new to the method of working with multiple brand management teams and having to make sure that campaigns were handled with the utmost professional service and insight as I could provide. Throughout the various projects with the variety of spirits I worked with, I was able to develop my skills as a designer not only in terms of concepting and completing ad creation, but also understanding how to communicate with various clients and the nuance needed to understand campaign goals.
The majority of ad campaigns I worked on focused on CTR and driving phone users towards in-store purchases. I learned to incorporate the most effective features rich media to help meet KPIs such as the Locator map layered into the ads below.
Mass Production
There were often times when I had to manage multiple Diageo campaigns simultaniously, and I quickly developed routines that allowed me to deliver on projects I was assigned ith efficiency. On many occassions, campaigns would begin with scarce resources and guidance from the client side, which required me to be resourceful in gathering creative assets to design new ads at various IAB sizes. This animated gif to the left and following banners below are a small sample of the multitude I’ve developed over the years for various brands under Diageo.
Adding Complexity
On occassion, agencies representing Diageo would request ad units that were more engaging for the resulting phone user by incorporating various features specific to rich media ad units. Such campaigns were created with an understanding of KPIs and the assurance of being able to track specific interactions that could be relayed back to the client to detail how ad units performed.
The following is the most complex rich media ad unit I designed while working with Diageo. It’s an ad unit that utilizes the “Gallery” and “Locator” functionalities within Celtra to give complexity and uniqueness to an ad that drives users to purchase at the nearest retailer. Multiple elements of the ad unit were assigned measurable engagement perameters, including time on individual product pages, click-outs on specific products as well as how many engagements led to use of the locator map at the end.
