How a Few Bad Campaigns Sparked Diageo to Make 3 Truly Inspiring Ones

CMO Syl Saller on brand purpose

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CANNES, France—How do you know when you’ve created great work? You make some really bad stuff first.

That was the message from beverage company Diageo CMO Syl Saller and global head of Baileys and beers for Diageo Mark Sandys in their keynote address at Cannes Lions this year. “We have all made bad work. Why don’t we talk about it more? I think the humility to say I blew it is the hallmark of a great leader,” Saller said.

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