Drinks giant Diageo has confirmed some changes to its global marketing team, promoting David Gates, who is currently global head of the brand's whisky, Captain Morgan, rums and tequila businesses to also become the managing director of its Futures arm.
Gates will be at the helm of Diageo Futures team, which acts as the brand's innovation centre, effective immediately. According to a spokesperson, however, he will still oversee the Johnnie Walker, global portfolio whisky, Captain Morgan, rums and Tequila aspects of the business on an international level.
Meanwhile, the company's global head of beer and Baileys, Mark Sandys, has extended his role to include the Smirnoff brand.
Cristina Diezhandino, who is managing director, global reserve will be extending her reserve accountabilities to include malts.
Just last month, the brand poached Nestle's Gawain Owen as its first head of programmatic media, signalling its intentions to move further into the space and exert greater control over its programmatic buying capabilities.