James Alexander is the Head of Influence & Advocacy, Beer & Sport for Western Europe at drinks business DiageoI.
He began his career in sports management then focused on Public Relations when joining London agency H+K in the sports and sponsorship team. Having established the Audio Visual Content + Production specialist service at the agency he discovered his passion for multi-channel comms.
His broad understanding of through-the-line marketing has led James to global drinks business Diageo where he oversees the measurement of marketing activity. Using his own versions of the PESO(paid, earned, shared & owned) and AMEC measurement framework, James is an expert in analysing and comparing PR outputs to other areas of marketing and finding the business impact.
October 2nd, 2018 | 51 mins 46 secs
diageo, james alexander, measure pr, measurement, pr, pr measurement, public relations
James Alexander is the the head of influence and advocacy at global drinks business Diageo. Stella and James discuss the multi-channel marketing campaigns Diageo runs, how they use the PESO (paid, earned, shared and owned) model to organise and how they measure and compare results.