10. Integrated Marketing Communications
10.1 Communication at Times of Crisis
Galip Yorgancıoğlu - Mey Diageo PLC CEO (2004-2017)
Mey Diageo was faced with unlicensed production in March 2005, resulting in a number casualties. Although it was not the fault of the company, since the problem had a direct link to human life, Mey decided to collect back its 1 billion bottles, instead of ignoring it.
Galip Yorgancıoğlu, CEO (2004-2017) explains the nightmare they experienced in 2005 and what they did in terms of communication during the crisis and after it has subdued.
In the Q&A session, what to do and not to do is discussed when faced with a crisis via the Mey example.
English version of this video case, together with the printed case and teaching notes can be accesssed at the Case Centre’s website. https://www.thecasecentre.org/main/products/view?id=151976