WFA spoke to Diageo's Chief Marketing and Innovation Officer at the company's offices in London.
Syl is one of six global marketers who have been shortlisted for the Award with the winner being decided by a 50:50 split between public votes and the expert jury.
She talked about her obsession with capabilities, growing talent and developing leaders within Diageo. Syl also focused on her efforts to deliver more progressive gender portrayals, her work on responsible drinking as part of the International Alliance on Responsible Drinking and Diageo’s trusted media marketplace, which inspired and helped inform the WFA’s Global Media Charter.
“One thing that we made the choice to do – and I got some questions [internally] about this – was that we’ve developed what we think is a particularly robust framework [on progressive gender portrayal]. I said: ‘Listen, if we really want to make change in the industry, let’s share it,’” she said.