Season 5, Episode 10: Mike Cheetham, Head of Culture, Entertainment, Media & Digital at Diageo, joins Ian to explore why there's no "secret sauce" to great marketing - just a balance of curiosity, data and intuition. Learn how Mike positions marketing as an investment, speaks the language of the CFO and leverages OOH to amplify Online reach. Discover how Diageo manages a portfolio spanning global icons and challenger brands, and why marketers should be 100% confident in 80% of what they do, and brave enough to experiment with the rest.