Last Call for £20k Diageo Brand Experience Pitch

By Dan Brain, Co-founder, MAD//Fest London 24 Oct 2019

Diageo MAD//Fest London £20k Brand Experience Pitch

If you’re a start-up and want to be in with a chance of pitching your brand experience innovation to Diageo, you need to get your skates on and enter PITCH//IT@MAD//Fest London by 6pm on 25 October.

PITCH//IT, an innovation initiative backed by Digitas and Zenith, will see 15 start-ups pitch for a £20k+ pilot at MAD//Fest London on 13-14 Nov.

Diageo, whose brands include Guinness, Johnnie Walker and Smirnoff, is looking for:

  • Tech that can boost the engagement.
  • Ways to improve the experience of its brands.
  • Innovations in personalisation, loyalty, smart packaging + AR.

15 start-ups will be selected to pitch at MAD//Fest on 13 Nov. Three heat winners and one wild card will be selected by the judges to participate in the PITCH//IT live final on 14 Nov. The final also includes a keynote from Mumsnet Founder Justine Roberts CBE.

The winner will receive a Diageo pilot valued at £20k+ (subject to Diageo regulatory approval) and free exhibition space at MAD//Fest London in 2020.

“Innovation is at the heart of how we do business at Diageo – whether that’s product development in our six innovation labs around the world or investing in the most exciting founder-led drinks brands via Distil Ventures,” said Benni Lickfett, Diageo’s Head of Innovation + Technology.

“We’re also focused on innovation outside of the bottle that can add a new dimension to the experience of our brands – so we’re excited to discover new innovations and lay the foundations for future collaborations by getting behind the PITCH//It start-up competition at MAD//Fest.”

In addition to the Diageo brief, MAD//Fest London also features a £20k Avon Cosmetics Pitch focused on ‘tech solutions in low tech environments’.

In addition to Benni, Innovation pitch judges at MAD//Fest London include James Thompson, Chief Beauty Officer, Avon, Stephanie Bell, Executive Director - Procurement, Global Marketing + Transformation, Avon, Matt James, Global CEO, Zenith and Danielle Bassil, CEO, Digitas UK.

The pitches will be hosted by Co:Cubed Founder Jeremy Basset and Progressive Media Co-founder Ken Valledy.

Click here to enter the Diageo Brand Experience Pitch at MAD//Fest until 6pm Friday 25 October.

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