Dominic Redfearn 

Global Brand & Communications Director 
Diageo
UK

 

 

Dominic Redfearn has been global brand and communications director at UK drinks giant Diageo for six years. As the principal communications advisor to the CEO and global executive committee, Redfearn is responsible for reputation strategy; corporate communications; financial communications; employee engagement and internal communications; crisis and issues management; campaigning and PR; category communications; and the corporate brand, from strategy to execution. Between 2016 and 2017 he was also responsible for corporate affairs strategy across Asia-Pacific.

Redfearn joined Diageo in 2007, initially as head of corporate, broadcast and digital media, thanks to his broadcast production background at Dow Jones, CNBC and Medialink. He then moved into a head of media and content role, before taking on a newly created role in 2014 to create a stronger Diageo corporate brand, leading on the development of an integrated corporate brand and reputation strategy for the company. Redfearn is a firm believer in the role of innovation, data and analytics and digital tools to unlock value for the corporate brand, as well as Diageo’s world-famous drinks brands, which include Guinness, Johnnie Walker, Smirnoff, Tanqueray and Baileys.

Can you share a moment in your career when you saw PR's direct impact on business performance?
I believe PR has a direct impact on business performance all of the time. Whether supporting the growth of an organisation or a brand, engaging employees or managing issues, I think it is our role to enable an organisation to authentically demonstrate its competence and character as often as possible.

What are the communications industry's biggest challenges and opportunities in the year ahead?
As different parts of the world emerge from the pandemic at different times, the industry must maintain a nuanced global view and use its skills to enable organisations to successfully navigate ongoing volatility, fuel growth and build trust.

What have you most admired about this industry over the past year?
I have hugely admired the way the industry has consistently shown its resilience, adaptability and creativity to support people and organisations through the pandemic.

What has most disappointed you about this industry over the past year?
I don't yet believe the industry has been given the full credit it deserves for the critical role it continues to play in enabling people and organisations to navigate the pandemic. Communicators continue to work – day in, day out – to help protect people and enable organisations to emerge successfully from this challenging period. Communications will continue to be at the forefront of the response for some time to come.

How have you switched off from work and maintained wellness in lockdown?
Spending time in nature. Intentionally creating headspace to separate work and home life.

Which book/movie/TV show/podcast/playlist/other cultural source has helped you get through this year or provided inspiration?
Visiting my hometown of Liverpool more frequently - seeing family, friends and being around the people of that special city has been inspiring.

If I wasn't working in marketing/communications, I would be...
Producing broadcast news and feature programming.

Sum up 2021 in one word.
Humanity.