Dominic Redfearn

Dominic Redfearn

Dominic Redfearn is responsible for corporate brand strategy, global communications, employee engagement, issues and reputation management at Diageo plc. He began his career in news with Dow Jones and CNBC, before moving into the agency world with Medialink, a U.S. media and public relations group. In 2007, he went in-house with Diageo, taking on roles in both corporate relations and global marketing, including as global media and content director, leading the company’s approach to content and communications across corporate and consumer brands. In 2014, as global brand Diageo director, he developed an integrated corporate brand and reputation strategy for the company and since 2015 has led the combined global brand and communications group. 

Faster trends, greater social awareness, increased expectations of transparency and the role of business in society must be core to the execution of corporate brand and reputation strategy. But success depends on the ability to collaborate effectively and efficiently within the organisation. 

When I joined Diageo in 2007, it was with a decade of agency work behind me – working on content campaigns, digital strategy and media relations for international corporate and consumer brands.

You could see then that once siloed...