Crashing Cannes #4: Sophie Kelly, SVP of Global Tequila and Mezcal at Diageo
June 30, 2026 · 15 min
Why listen
A Diageo SVP shares what actually moves people to act, straight from the Cannes Lions jury room.
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In this episode
- What separates marketing that gets attention from marketing that drives action
- Why taking risks is a practical strategy, not just a creative luxury
- Real judging criteria from inside the Cannes Lions process
- How a global spirits leader thinks about building brands that resonate
About this episode
Great marketing doesn’t just capture your attention—it makes you want to do something.
In this minisode from Cannes Lions, Jason and Lindsay Harris are joined by Sophie Kelly, SVP of Global Tequila and Mezcal at Diageo, to discuss the ideas that move people to action, the importance of taking risks in marketing, and her biggest takeaways from judging Cannes this year.
Brought to you by Mekanism.
About Soul & Science: Fast Forward Your Marketing Mind
Soul & Science is an award-winning podcast where marketing’s brightest minds reveal what it takes to build breakthrough brands. Hosted by Jason Harris, each episode explores the balance between brand building (Soul) and business performance (Science).
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