Dominic Redfearn

EVP Strategic Communications
Diageo
Shell

After 16 years in brand comms at Diageo, including eight years in the drinks giant’s top communications role, global brand and communications director, Dominic Redfearn took on what must currently be one of the most challenging roles in in-house comms last September. When he joined under-the-spotlight oil and gas company Shell to lead strategic communications, he was keen to underline the role he – and his controversial new employer – would play in the crucial transition to net zero energy.

Redfearn is no stranger to the complexities of corporate affairs and crisis management in a highly-regulated industry, and the first few months in the job have seen his team handle comms around everything from new sustainable energy investments to brand campaigns.

At Diageo, as principal communications advisor to the CEO and global executive committee, Redfearn was 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.

Can you share a moment in your career when you saw PR's direct impact on business performance?
The build-up and opening of Johnnie Walker Princes Street in Edinburgh in 2021 established an iconic centrepiece for a £185 million investment in scotch whisky tourism. A corporate and brand PR milestone for Diageo, which has since welcomed record visitor numbers, recruited new consumers into the category, reinforced Diageo's corporate reputation and helped support record growth for Johnnie Walker.

What are the communications industry's biggest challenges and opportunities in the year ahead?
With AI adoption and integration continuing at pace, the industry will be challenged to build greater levels of trust. This presents a significant opportunity for corporates and PR agencies to engage more, identify areas of concern and enable the communications profession to establish thought leadership in a space with profound implications for our industry.

What have you most admired about the communications industry over the past year, and what has disappointed you?
The industry has continued to push the levels of creativity and now consistently rivals adjacent disciplines in advertising and marketing. As technology and AI advances, the communications industry has an opportunity to lead the conversation and educate. Done well, this can build greater levels of trust.

What work from your team are you most proud of over the past year?
When Shell published our Energy Transition Strategy in March 2024, we outlined the important role the business has to play in providing the energy the world needs today, and in helping to build the low-carbon energy system of the future. We outlined where we will focus to have the greatest impact through the energy transition, the progress we've made over recent years, and set a new ambition to help drive the decarbonisation of the transport sector.

How have you switched off from work and maintained wellness over the past year?
Walking in nature and switching off the tech.

Which book/movie/TV show/podcast/playlist/other cultural source has helped you get through the past year or provided inspiration?
My son falling in love with football, and specifically with Liverpool FC, provided countless hours of inspiration!

If I wasn't working in marketing/communications, I would be...
A photojournalist.