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Diageo has increased its marketing spend by 51% since 2017, according to its annual report published in August. In 2022, the Guinness and Johnnie Walker owner spent $3.1 billion (2.7 billion pounds) promoting its drinks range, up from $2.1 billion (1.8 billion pounds) six years ago.
https://www.adweek.com/brand-marketing/the-tech-driving-diageos-3-billion-marketing-spend/