Heading up consumer planning for Diageo, Geoghegan is helping to transform how gender is portrayed in advertising across the drinks giant’s 200 brands, ranging from Smirnoff to Guinness. Having led a review of Diageo's creative work globally, he helped develop a framework to train the firm’s 1,200 marketers and advertising agencies – and eradicate harmful stereotypes. Geoghegan has run workshops on this topic for the UN Women Unstereotype Alliance, at the Cannes Lions international Festival in France and at the Kantar What Women Want exhibition in London.
She Says: "Andrew's been my line manager for eight years. He has challenged the status quo to change how gender is portrayed in advertising across Diageo, our partners and peer companies."Alison Falconer, Guinness global consumer planning director, Diageo