Engineering 2x ROAS at 15x Speed: Diageo x DaVinci’s Agentic Commerce Media Breakthrough

Описание: Diageo activates commerce media across 37 brands, hundreds of SKUs, and more than 60 global markets. Each retailer operates with distinct specifications, compliance rules, and creative requirements, making large-scale activation operationally complex and resource-intensive. Historically, campaign launches required weeks of manual asset production, approvals, and rework — reducing agility and consuming a significant portion of media budgets.

To address this, Diageo partnered with DaVinci Commerce to redesign its commerce media operating model. The approach centered on implementing an agentic commerce media engine that automated retailer-ready creative assembly, embedded compliance controls, and enabled scalable personalization across audience segments.

The first major test was Amazon Prime Day, where 17 brands launched simultaneously, generating more than 100 compliant creative variations in a fraction of the traditional timeline. The system was then extended across multiple retailers, supporting onsite, offsite, and in-store commerce media formats while maintaining brand consistency and retailer alignment.

The impact was measurable and sustained:
Campaign launches accelerated by 15x
Production costs reduced by 76%
Return on ad spend improved 2x

By transforming execution from manual production to system-driven activation, commerce media became a scalable performance lever rather than an operational constraint.