Diageo, one of the world's largest distillers, said that it is targeting innovation that can "drive shopper satisfaction and conversions".

The brief, issued by Diageo Global Head of Innovation and Emerging Technology Benni Lickfett, adds that the Smirnoff and Johnnie Walker distiller wants to examine "purchasing options for our brands, from D2C to omni-channel journeys like click and collect, on-demand, quick commerce, voice commerce or digital commerce business models".

Six start-ups will have the chance to pitch for a £20k Diageo pilot at MAD//Fest London on 7 July. The winner will have the chance to test and scale their innovation with Diageo. 

Diageo is the latest big brand to provide a £20k pitch brief for MAD//Fest London. M&S, Pizza Hut, Reckitt and Boots have issued briefs covering social media, digital content and customer experience innovation. 

The winner of each brand pitch will receive a £20k pilot to scale their solution. There will be 6 brand pitches throughout the course of the event, meaning £120k of pilot briefs will be available at this year’s MAD//Fest London. The successful start-ups will also have the chance to compete in a 'Champion of Champions' pitch to decide MAD//Fest's most innovative tech player.

All of the action takes place on 7-8 July at MAD//Fest London's 'House of Innovation', a curated space where brands can meet and collaborate with marketing, advertising and digital technology startups. The pitches are held in partnership with Co:Cubed and will be hosted by Sky Sports presenter Alex Payne and Co:Cubed Founder and CEO Jeremy Basset.

Entries are open now until 18 June. 

"We're excited to announce our search for innovative startups who can turn the dial on Diageo's digital brand experience. We've collaborated with Diageo for a couple of years now and it's fantastic that MAD//Fest will once again feed this global player with the latest emerging innovation," said Dan Brain, MAD//Fest London's Co-founder. 

4,000 attendees are expected to attend MAD//Fest London and over 150 industry leaders will tackle 2021’s theme, ‘Where Do We Go From Here?’ Speakers include BrewDog MD James Brown, Broadcaster June Sarpong OBE, S4 Capital Executive Chairman Sir Martin Sorrell and Facebook VP EMEA Nicola Mendelsohn CBE and Resi Founder Alexandra Depledge MBE.

Click here to secure your ticket