Today’s shoppers move seamlessly between stores, social, mobile and e-comm, raising the stakes for brands to deliver connected, consistent experiences across every touchpoint. In this session, Andrew Pearson, Head of Content at Diageo, will discuss how the company is evolving its approach to omnichannel content strategy and creative execution to better align in-store and digital experiences. We'll explore the operational and organizational realities of scaling creative across growing physical and digital networks, maintaining brand consistency and ensuring experiences remain compelling and effective across increasingly complex retail environments.