1. Finding a better way
Gerry Conlon
Customer Marketing Manager Diageo Ireland

2. Executive Summary
• Customer Marketing have launched a new Sales tool that provides the commercial
teams with a facility to manage trade opportunities. AME (Activity Made Easy) will
ensure we meet trade promotional needs in a more consistent and compliant way.
• The commercial teams will use AME to manage trade opportunities involving printed POS
in a faster more efficient manner. AME will allow them to design and print tailored POS
using an online portal on their laptop. AME also lets the commercial teams track the
status of each order online so they can keep customers updated on production and
delivery dates.
• Gerry Conlon Customer Marketing Manager explained: “AME offers us a consistent,
compliant and efficient system to turn around customer print solutions in a matter of
days.” AME benefits the commercial teams by offering flexibility when planning trade
activity with a system that is user friendly allowing them to be more responsive to their
trade opportunities.
• Customer Marketing have delivered this without incurring set up costs. In fact there have
been substantial cost benefits to the business as we have stripped out creative agency
management fees and standardised legal terms and conditions that needed to be
outsourced. This pre approving of creative and text has resulted in our ability to meet
requests in a speedier fashion.

3. • AME stands for ‘Activity Made Easy’
• AME is an On line sales tool where templates are customised within a pre-agreed design
frame work to suit outlet requirements whilst retaining overall Brand integrity, and
• AME is an Online solution that allows sales people to make controlled changes to pre-
agreed design templates
What is AME?
Why did we develop the system?
The existing process of developing tailored made activity was too time consuming and costly.
So we developed a system with pre-approved templates.
How are the templates created?
•Brands determine the design template for each campaign which are all passed by The Diageo code of
Marketing practice.
•We adapt the text to facilitate commercialisation of the creative with other pre-agreed design
elements.
•The customised template is approved on screen as a PDF and the appropriate print order is processed
online.
•The system features a built in pricing,quotation and estimation engine and implements an advanced job
ticketing system for the print house

4. What issues did we face?What issues did we face?
Quantity Past Present
Posters 10 79.00€ 50.00€
Entry Cards 1600 432.00€ 330.00€
Agency Mgmt Fees 1 250.00€ -€
Creative Ammends 1 150.00€ -€
Creative Proofs 1 50.00€ -€
Courier 1 40.00€ -€
Purchase Order 1 60.00€ -€
Total for the Business 1 1,061.00€ 380.00€
681.00€
Implement Visibility
Deliver to BDR
High Cost Dis patch to Wareho us e
P rint materials
Sign Off Des ign
Co mmunicate to Cus to mer Marketing Mgr
Opportunity
Time 4 to 6 Weeks Minimum
Brief CreativeAgency
Cost difference between past & present
Our trade partners are not as efficient and
preplanned as we are. They often present ideas to
the sales force with little or no time to respond
positively. Opportunities were being lost.
So how could we meet these opportunities?
We had a system that was less than adequate to
meet trade requests. To seize the opportunities we
needed to revamp our process to allow us quick
access to making things happen that are meeting
The Diageo Code of practice , compliant and cost
effective.
The cost model we were using in the past was
inefficient, costly and cumbersome in pulling
together sales team requests. For Example:
The new model creates considerable saving
for the business on a single activity. Two Thirds
to be exact or 65% saving in % terms.
This allows the sales teams to leverage their
budgets further.

5. We developed a system and process for tailor made promotional and visibility activity that allows us
• to be more compliant
• drive time efficiencies and
• save the business considerable money
Through the introduction of a single web tool
• that allows the sales teams to be focused and flexible when planning trade activity
• that is a user friendly system, and
• that is more responsive to their needs
What did we develop?

7. Cost Savings
DMC
Compliant
Brand
Consistency
Speed
Customised
POS
Materials
Evolving
Easy to UseInnovative
What are the Benefits of AME?

8. What have we achieved?
Low
Cost
Time 2 Weeks Max.
Opportunity
AME Development
CMM Approval
Print & Deliver
Implement
SIMPLER
FASTER
BETTER
What did we achieve?
Our goal for the future is ‘to continue to build on our success by proactively updating the system
to deliver Brand building activities to your customers’.

9. Finding a better way
Gerry Conlon
Customer Marketing Manager
Diageo HQ, James Gate,
Dublin Ireland
Mobile:086 2717920
E-mail:gerry.conlon123@icloud.com